While Hearst, Meredith, Time Inc. and especially Conde Nast have invested heavily in building out their digital video assets, they are not being credited for these investments by advertiser and agency executives and are failing, so far, to establish a superior value proposition compared to television and digital-native media. In an industry report based on studies conducted exclusively for MediaVillage by Jack Myers TomorrowToday, 23% of advertiser and agency media decision-makers report they are likely to increase their investments in print-originated video media publishers (Meredith, Time Inc., Hearst and Conde Nast Entertainment), while 26% plan to decrease spending with these companies. In the exclusive MediaVillage economic forecast published earlier this month, TomorrowTodayprojects average 14% annual digital spending growth for consumer magazine publishers, bringing total digital revenues to $5.3 billion in 2020. However, legacy print revenues will decline 8.6% in 2018 and 8.2% in 2019, resulting in continued declines in their total ad spending. Non-digital spending with consumer print publishers are forecast by TomorrowToday to increase in 2020 for the first time in almost two decades, bringing total 2020 consumer magazine publishing ad spending to $12.7 billion, down from $17.8 billion in 2000.
Will Magazine Publishers Monetize Video Investments?
