Forecast: Decline in magazine ad spend but increase in digital

Posted: Wednesday, 9 September 2009 - 4:04pm Bookmark and Share

The report forecasts media spending in the U.S. to increase at a 1.2 percent compound annual growth rate (CAGR), possibly reaching $495 billion in 2013. But a number of individual segments, including b-to-b publishing (-3.3 percent) and consumer magazine publishing (-1.7) are expected to decline.Meanwhile, a number of other segments in U.S. media are forecasted to grow, including Internet access (9.1 percent CAGR), Internet advertising (6.3), video games (5.8), TV subscriptions (5.5), filmed entertainment (3.3) and out-of-home advertising (2.5). Segments like radio (-2.2 percent CAGR), recorded music (-4.7) and newspaper publishing (-5.9) are also expected to decline.“The current economic slowdown, shifting consumer behavior and new ad-supported revenue models are triggering acceleration of digital migration,” Bill Cobourn, PricewaterhouseCooper’s U.S. media and entertainment practice leader, said in a statement. “While the impact of these new models and dynamics throughout the entertainment and media industry will be strong, it also opens up new creative opportunities for the industry.”More ...