If 2009 was the media sector's annus horribilis, then surely things will get better in 2010? Just not necessarily much better. Analysts are predicting the savage downturn in advertising revenues will ease, but that doesn't mean a sudden return to growth.

Consultants at Enders Analysis forecast that newspapers, magazines and television will all be in negative territory again this year, albeit at much less severe levels than in 2009. Only internet advertising will hit its stride, up 6.9% compared with a 2.1% drop last year.

In newspapers, 2010 will be defined by the great paywall experiment. News International titles – the Sun, the News of the World, the Times and the Sunday Times – could start charging within the first half of the year. If their first steps turn into a stride, others could follow suit.

More ... http://www.guardian.co.uk/media/2010/jan/04/media-trends-2010