Prognos doubts media house strategies

Newspapers will remain the strongest advertising media group in Switzerland until 2007, predicts the Basel-based research institute Prognos in its media report "Newspapers 2007: Utilizing Change - Maintaining Value". Prognos expects growth of 2.3 percent in the overall advertising market in the coming year. Although newspaper advertising revenues are expected to increase from 2004, their market share will fall from 43.7 percent (2002) to 42.6 percent. In their analysis, the Basel-based media experts come to the conclusion that the media house strategies of the late nineties need to be put to the test. The Prognos study costs 3900 euros. A summary and the table of contents can be viewed at www.prognos-mediareports.com.