From MediaPost- full story here

Print, Radio Revs Braced For 2012 Declines

by Erik Sass, Jan 25, 2012, 5:32 PM

2012 doesn’t hold much hope for some of the main traditional media categories, including newspapers, magazines and radio, judging by the latest advertising forecast from MagnaGlobal, which sees revenue losses for all three media. The declines come amid growing competition from online advertising, as well as continuing economic uncertainty.

Total U.S. radio advertising revenues will decrease 0.8% in 2012, according to MagnaGlobal, which also predicts declines of 5.2% for magazines and 6% for newspapers. These drops are especially noteworthy because MagnaGlobal forecasts overall U.S. advertising growth of 2% to just shy of $150 billion, when Olympic and political advertising are discounted. Including these special categories, total advertising will grow 3.7% to almost $153 billion.

This growth will have to come from other media. Thus, MagnaGlobal sees Internet media jumping 10.9%, due mostly to continued increases in paid search, online video, and burgeoning mobile advertising. Broadcast TV will grow 8.5% in 2012, largely on the strength of the Olympics and political ads. Outdoor media will experience more modest but sustained growth, with a 4% increase in 2012.

MagnaGlobal explained the misfortunes of radio and print, as well as the slow growth rate for media in general: “A weak economic environment and high unemployment (forecast to remain above 8%) will result in cautious consumption growth and marketing expenditure."

The new forecasts for magazines and newspapers are especially ominous, coming on the heels of earlier declines. Through the third quarter of 2011, newspapers have experienced 21 straight quarters of year-over-year revenue declines, according to the Newspaper Association of America, and the fourth quarter is expected to bring another revenue decline.

Total magazine ad pages dropped 8% in the fourth quarter of 2011, following a 5.6% drop in the third quarter -- ending an anemic recovery, as sustained growth failed to take hold after the downturn of 2008-2009.

‘Print Has a Pulse’: Buyers Taking a Second Look

by Steve Smith (Min Online)

While TV, Internet and (surprisingly) radio are top of mind among media buyers and planners coming in 2011, according to a new STRATA survey for the fourth quarter of 2010, print media is getting a nod. When asked which medium they are focusing most on in the coming months, 7% of buyers said print. “"Print has a pulse,” STRATA marketing chief J.D. Miller told Radio Sales Today. “It was almost nonexistent, now it has a pulse.”

Spot TV remains the most attractive venue for buyers (44%) in this survey, followed by Internet and Digital channels (21%) and spot radio (16%).

On the digital side there is surprisingly strong interest in display (80%), followed by social media (61%) and search (60%). For all of the hype around mobile, however, only 29% showed special interest. Within mobile the iPhone attracts the most interest (80%), and Blackberry (51%) is outpacing Android (45.8%). The iPad attracts interest from 31% of advertisers, up from 22% in the previous quarter. Overall, digital media actually suffered its first drop in enthusiasm. According to STRATA CEO/president John Shelton, “We see that the focus on digital has fallen off a bit. While still hot, it is used more in a solid media mix than more dollars heading its way.”

The “emerging platforms” are being met with some skepticism. STRATA found that 90% of its clients are showing no interest in the iPhone iAd, Google TV or Apple TV. Location-based advertising is not even in about 70% of plans for 2011, and most interest is going to Facebook Places, followed by Foursquare.

STRATA, a Comcast subsidiary, sells media planning and buying software.

From MIN, full story here

Magazines Continue to Lose Media Mind Share
Wednesday, December 29, 2010
Steve Smith

The daily time spent with magazine media dropped another 9.1% in 2010, a decline equaled only by the drop-off of daily time we spend with newspapers, estimates eMarketer. In an omnibus study of multiple media mind-share research sources, the data aggregator found that adults in the U.S. market now spend about 20 minutes a day with their magazines, compared to 30 minutes with newspapers, 50 minutes with mobile devices, an hour and 36 minutes with radio and two hours and 35 minutes with the Internet.

Television continues to dominate our time with media, responsible for four hours and 24 minutes of use.

The loss of time spent with print media is especially notable since these numbers come on top of a 12% decline in magazine time spent in 2009.

The good news for media brands generally is that the time spent overall with major media has risen from 635 minutes a day in 2008 to 660 minutes a day in 2010. Multitasking is accounted for in the tally. According to eMarketer’s latest aggregated figures, magazines are responsible for only 3% of time spent with media. While TV is still king, the migration to other digital media formats is starting to show. While TV viewing time increased 5.1% in 2009 during the depths of the recession, the medium lost 1.1% in overall time spent in 2010.

And where can media brands recapture some of the eyeballs that are reducing their print time? Not surprisingly, mobile media’s time spent grew 21.9% in 2009 and another 28.2% in 2010. Mobile represents, by far, the fastest-growing media platform in terms of user mind share.

 

 

From MediaWeek. Full Story Here. But don't get too excited, if you are in print.

Broadcast TV will reap the lion’s share at $2.2 billion or 67 percent of the total, with $2 billion going to local TV, $150 million to cable and $50 million to network TV. Direct mail will get $650 million or 20 percent of the ad spend, followed by radio at $250 million or 8 percent, and newspaper at $95 million or 3 percent. Outdoor and the Internet are forecast to reach $55 million and $50 million, respectively.

Here is more:

"Political advertising will hit $3.3 billion in 2010, an 11 percent increase over 2008 (but a 4 percent decrease from 2006), according to a Wells Fargo Securities report released Wednesday (Oct. 21).

The ad windfall, more than 60 percent of which will go to local TV, will be fueled by the election of 37 governors, 38 senators, every member of the House of Representatives and issue advertising (which could approach $1 billion) on hot-button issues such as health care.

The factors affecting the 2010 forecast are similar to those that made 2006 ad spend of $3.4 billion a record year for political advertising."

 

Although I believe in the power of print as much as the next guy in the newspaper and magazine industry, this seems a little too good to be true, even for me:

From www.PrintInTheMix.com (a great resource for print related facts)

October 2009 -- A study performed by BrandScience for the UK’s Outdoor Advertising Association (OAA) has found that the return on investment for newspaper and magazine advertising is higher than that for TV and outdoor advertising.

For every £1 spent on newspaper and magazine advertising, “bricks and mortar” retailers get a sales increase of £6.23. For every £1 retailers spend on TV and outdoor poster advertising, revenues increase by £3.57.  For these retailers, online advertising generated £2.23 in sales for every £1 spent. If production costs are taken into account, outdoor advertising outperform TV and close the gap with print.

The OAA study finds that using a multi-platform approach is the most effective way to boost sales.  When print campaigns are combined with outdoor ads, the ROI improves by 34%, and TV is 40% more effective if combined with outdoor. Direct marketing campaigns are enhanced by 61% when backed by outdoor ads. 

 

For the study BrandScience, a modeling firm focused on establishing ROI across marketing channels, analyzed 400 brand econometric case studies. It compared the ROI garnered by campaigns through different media. Data on ad spend and corresponding sales was supplied by brand owners.