Traditional revenue streams will continue to be challenged for both consumer and trade magazine publishing through the next five years, says media and information private equity firm Veronis Suhler Stevenson. According to its annual VSS Communications Industry Forecast, which was released this week, both groups are expected to show a gain in the low single-digits.

“Advertising will struggle and, according to our forecast, will continue to decline,” Hal Greenberg, partner, VSS Structured Capital Funds, tells FOLIO:. “The ability of advertising to buy only one month in advance—the ability to pull or put it in within a month’s notice—makes it episodic. There’s a lot of demand on marketing dollars and ad dollars will struggle in that mix.”

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