Prognos study on advertising revenues: Print loses, online wins
According to a study by the consulting firm Prognos, daily newspapers in Switzerland will generate 11 percent less advertising revenue in 2010 than in 2007. Publishers see digital business areas as the only avenue for growth.
According to a study by the consulting firm Prognos, daily newspapers in Switzerland will generate eleven percent less advertising revenue in 2010 than in 2007. The publishers see the only growth prospects for newspaper publishers in digital business areas. However, the income from online advertising would not compensate for the loss of other advertising income.
Despite the significant decline in advertising revenue in the printed press, it will not lose its role as the strongest advertising medium - at least temporarily. The study predicts that in four years' time, daily newspapers will no longer be the most important advertising medium, at least in Germany. By then, television will be more important for the advertising industry for the first time.
After considerable declines in the next two years, advertising expenditure would increase again in 2011 and 2012. However, the 2007 level will not be reached again.
Despite the significant decline in advertising revenue in the printed press, it will not lose its role as the strongest advertising medium - at least temporarily. The study predicts that in four years' time, daily newspapers will no longer be the most important advertising medium, at least in Germany. By then, television will be more important for the advertising industry for the first time.
After considerable declines in the next two years, advertising expenditure would increase again in 2011 and 2012. However, the 2007 level will not be reached again.
