Print Media Prospects are Positive: 2000-2020 Economic Report

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Cover image for  article: Print Media Prospects are Positive: 2000-2020 Economic Report

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The precipitous annual declines in print advertising since 2000 appear to be at an end. Between 2000 and 2013, newspaper and consumer magazine ad spending declined from more than $66 billion to $41 billion. Newspaper ad spending declined from $48.8 billion in 2000 to only $24.7 billion in 2013, according to MyersBizNet economic data. While newspaper and consumer magazine ad investments are unlikely to experience meaningful growth through the remainder of this decade, the industry has stabilized. Consolidation is an inevitable reality; marketers are focusing on fewer media partners – those that have the strongest and most relevant brand equity with consumers; and these companies are expanding their franchises across multiple platforms. For leading print media companies, the winds have shifted from their faces to their backs.

In 2013, digital revenues represented 18% of newspaper ad revenues and 11% of consumer magazine ad revenues. By 2020, MyersBizNet forecasts that digital inventory will represent an estimated 42% of newspaper ad revenues and 30% of consumer magazine ad revenues. Both total newspaper and magazine ad revenues are projected to decline slightly between 2013 and the end of the decade, but well-positioned companies have significant growth potential and overall prospects for the industry are more positive than they have been in two decades.

MyersBizNet Media Business Report  2014                    
Advertising Spending                    
Official Marketing / Advertising Spending Data 2010 - 2020                  
UPDATED 01-06-14   Data reported  in 000,000                    
"Legacy" refers to revenues generated for traditional non-digital advertising and marketing spend within each category 2010 2013 2014 2020 AVG Y-t-Y Change   AVG Y-t-Y Change
$ $ % Share $ % Share $ % Share 2013-2014-2015   2016-2017-2018-2019-2020
Newspaper Advertising (Print + All Platforms) 29,762 24,686   24,651   23,541   -2.2%   -0.6%
Legacy 26,805 20,151 81.6 19,345 78.5 13,597 57.8 -6.2%   -5.5%
Digital 2,957 4,536 18.4 5,307 21.5 9,945 42.2 15.7%   10.3%
Consumer Magazines Advertising (Print + All Platforms) 16,391 16,413   16,504   16,398   0.3%   -0.4%
Legacy 15,416 14,587 88.9 14,222 86.2 11,423 69.7 -2.7%   -3.8%
Digital 975 1,826 11.1 2,282 13.8 4,975 30.3 23.0%   12.0%
TOTAL - U.S. Only $46,153 $41,099   $41,155   $39,939   -1.2%   -0.5%
Source: MyersBizNet Media Business Report© copyright 2014                    
MyersBizNet, Inc, Jack Myers and employees accept no responsibility for any action(s) taken as a result of this forecast.              

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