Thursday, 13 November 2008

Advertising Industry May Not Recover Until 2010, Citigroup Says

Finally, a MSM outlet gets to the self-evident point.

This isn't a 2009 advertising slow down problem, this is going to go well into 2010.

If you take the ad revenue forecasts below, and apply them to NYT and IHT revenues re. 2007 (see the last annual report for details) you can well see that something don't add up.
Bottom line, when the NYT Company comes to renegotiate its debt who is going to lend it and at what price?

This is going to get brutal or it's going to get clever, clever meaning some game changing ideas for the NYT OR some sort of private philanthropic bailout leading to Newspaper Capitalism 2.0.

My money is currently on brutal.

Advertising Industry May Not Recover Until 2010, Citigroup Says
By Philipp Schlaeger
Nov. 11 (Bloomberg) -- Advertising in the U.S. may not recover until 2010 if businesses wait for the economy to bounce back before boosting marketing spending, analysts at Citigroup Inc. said.
Ad spending across all media, including print, broadcast and the Internet, may fall 1.8 percent this year and 3.6 percent in 2009, Citigroup's
Catriona Fallon and her colleagues said in a report yesterday. Citigroup had originally projected growth of 0.2 percent in 2008 and a decline of 0.3 percent next year.
Because campaigns take time to plan and execute, an ad recovery can lag behind a resurgence in the economy, the report said. While the Beijing Olympics and political campaigns contributed to ad revenue this year, local and national ad media have experienced ``severe slowdowns,'' the report said.
``We now see a sharp falloff in consumer spending and economic output and a high likelihood of a recession through most of 2009,'' Fallon wrote. ``We believe U.S. advertising spending will see the first back-to-back annual declines since at least the 1950s.''
Newspaper spending may suffer the biggest drop, slipping 16.3 percent this year and 12.5 percent the next, Citigroup forecast. Internet spending growth, projected at 11.4 percent for 2008, could slow to 5.8 percent in 2009, according to the report. Search-based ads and digital video are among the few bright spots in online advertising, Fallon said.
The U.S. economy will probably grow 1.6 percent this year and 1.1 percent in 2009, according to a Bloomberg survey of economists. The same survey suggests fourth-quarter gross domestic product will contract 0.35 percent, following last quarter's 0.3 percent drop.
To contact the reporter on this story:
Philipp Schlaeger in New York at Last Updated: November 11, 2008 11:02 EST

"Books about cosmopolitan urbanites discovering the joys of country life are two a penny, but this one is worth a second glance. Walthew's vivid description of the moral stress induced by his job as a high-flying executive with the International Herald Tribune newspaper is worth the cover price alone…. Highly recommended."
The Oxford Times

'I read
A Place in My Country with absolute unalloyed delight. A glorious book.'
Jeremy Irons (actor)

‘Ian Walthew was a newspaper executive with a career that took him round the world, who one day did a mad thing. He saw a for-sale sign on a cottage in the Cotswolds, bought it, resigned and moved in. For the first few weeks he just lay on the grass in a daze. Then he started talking to his neighbours and digging into the rich history of this beautiful part of England. Out of his inquiries grew this affecting and inspiring memoir.What sets it apart from others of its ilk is the author’s enviable immunity to cliché and his determination to love his homeland better than he used to.
Financial Times

For more reviews visit

No comments: