Audio Steadies, Print Declines, and Out-of-Home Surges: The Myers Report Forecasts Shifting Ad Market Dynamics for 2026

amp160amp160In contrast printoriginated advertising remains on a downward slope Newspapers are forecasted to decline by 39 pressured by shrinking print audiences despite the success of digital subscription models at leading national dailies Magazines face a similar trajectory with a 24 dip although niche and luxury segments continue to leverage printamp8217s prestige appeal and integrated influencer strategies to maintain valueOutofhome advertising stands out as a growth leader projected to climb 78 in 2026 Fueled by digital transformation mobile integration and programmatic buying OOH has emerged as a highimpact medium capable of driving performance and brand visibility in fragmented consumer environmentsThese sectorspecific shifts reflect broader structural changes in the advertising marketplace Growth is consolidating around innovation flexibility and consumerfirst engagement rather than legacy models reaffirming The Myers Reportamp8217s focus on offering grounded forwardlooking forecasts rooted in marketplace realitiesThe following forecasts and analyses are excerpted from the 75page 20252026 Advertising Economic Analysis Media Financial Forecast and UpfrontNewFront Overview plus additional excerpted reports are available for download at wwwMyersReportscomAudio PrintOriginated OutofHomeAudio Terrestrial Radio Streaming Podcasts2025 Estimate 142Bamp8195amp81952026 Forecast 145Bamp8195amp8195YoY Change 21Audio remains a highly adaptable and contextrich channel with strength in commuter listening local activation and storytelling formats While terrestrial radio continues its slow decline it is increasingly offset by growth in streaming audio Spotify Amazon Music Pandora and explosive podcast monetization Advertisers are attracted to hostread ads programmatic inventory and brandsafe spokenword formats Innovations like dynamic ad insertion and audiotoaction features eg Alexavoice response are improving attribution Growth is moderate but sustainable especially in finance healthcare and B2B sectorsPrintOriginated Newspaper Advertising2025 Estimate 51Bamp8195amp81952026 Forecast 49Bamp8195amp8195YoY Change 39Newspapers continue to decline as a mass advertising medium facing audience attrition and migration to digital However they retain value in local market targeting political advertising and public policy campaigns National newspapers eg The New York Times Wall Street Journal have successfully shifted to digital subscription models but have seen reduced ad volumes Print remains relevant for legal notices real estate and highend financial services Expect further declines in printspecific spending though digital extensions sponsored content enewsletters are blurring traditional budget linesConsumer PrintOriginated Magazine Advertising2025 Estimate 41Bamp8195amp81952026 Forecast 40Bamp8195amp8195YoY Change 24Magazines hold value in beauty fashion luxury and lifestyle categories but their role has evolved into niche and brandaligned storytelling Print circulations have stabilized among loyal readers while digital editions social content spinouts and branded commerce extend engagement Highgloss placements remain valuable for prestige advertisers and custom publishing eg sponsored inserts has emerged as a creative differentiator Growth is flat to slightly negative but publishers with integrated influence and commerce ecosystems like Condamp233 Nast or Dotdash Meredith are driving higher CPM value through bundled programsOutofHome OOH2025 Estimate 102Bamp8195amp81952026 Forecast 110Bamp8195amp8195YoY Change 78OOH has emerged as a highgrowth media category fueled by digital transformation mobile retargeting and contextaware creative Large format digital billboards transit displays airport screens and urban street furniture are increasingly programmatically accessible with flexible creative rotation and realtime messaging Integration with mobile location data allows for closedloop attribution and audience extension driving interest from performance marketers OOH is uniquely positioned to capture mass attention in fragmented media environments and with political entertainment and auto categories leaning back in 2026 growth is strongThe US advertising landscape in 2025 continues to evolve with streaming video emerging as a significant driver of growth As consumer preferences shift towards ondemand and connected TV CTV experiences advertisers are reallocating budgets to capitalize on these trendsNotably while The Myers Report maintains a tempered view of traditional linear and print media growth it anticipates gains across dynamic formats particularly influencer marketing video gaming integrations interactive TV and Hispanic media driven by shifting demographic patterns and crossplatform behaviorThe contrast between our 20 advertisingonly growth in 2025 and our 579 total marketing growth in 2026 is not a contradiction It is a reflection of structural transformation It underscores that growth is not returning to the old media model but accelerating into one shaped by AI performance integration and consumerdriven platform preferencesIn a marketplace where consensus forecasts continue to conflate media categories and overestimate legacy strength The Myers Report stands alone in offering both caution and clarity projecting future trends with the realism of past lessons and the intelligence of emerging behaviorsIf you are a corporate subscriber to The Myers Report your full PDF copy of the 75page 20252026 Advertising Economic Analysis Media Financial Forecast and UpfrontNewFront Overview is available for download at wwwMyersReportscom using your corporate email address If you believe you are a subscriber and did not receive the full report please contact us at MyersReportgmailcom for immediate assistance For nonsubscribers the full report is available for individual purchase at 2950 at wwwmyersreportscom You may also subscribe to the complete 2025 series of 24 white papers from The Myers Report providing discounted access to proprietary insights forecasts and market intelligence throughout the year

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Audio Steadies, Print Declines, and Out-of-Home Surges: The Myers Report Forecasts Shifting Ad Market Dynamics for 2026

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Audio Steadies, Print Declines, and Out-of-Home Surges: The Myers Report Forecasts Shifting Ad Market Dynamics for 2026

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