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US magazine print ad revenue to ebb until 2013

22 Jun 2010

US consumer magazines will continue to earn increasing digital ad revenue over the next few years, but not enough to erase their troubles selling print advertising, according to the annual global entertainment and media outlook from PricewaterhouseCoopers.


Print ad spending in US consumer magazines is set to decline again in 2010, 2011 and 2012 before finally rebounding in 2013 and 2014, according to the outlook.

 

After losing 21 per cent of their print ad revenue last year, US consumer magazines will see print ad revenue dip seven per cent this year, 3.5 per cent next year and 1.1 per cent in 2012 before increasing 0.6 per cent in 2013, according to the outlook. Their print ad revenue will total $9.1bn in 2014, down from $10bn in 2009 and $13.8bn in 2007, the previous peak.


US consumer magazines' digital ad revenue never declined in the recession, just grew at a far slower rate: 1.6 per cent last year compared with 114.5 per cent in 2008. Their digital ad revenue will grow 8.5 per cent in 2010 and post double-digit percentage increases after that, according to the outlook. US consumer magazines can expect digital ad revenue of $1.6bn in 2014, up from $902m in 2009 and $414m in 2007.


Circulation revenue is expected to decline again in 2010, 2011 and 2012 before improving in 2013 and 2014, although not enough to reclaim its 2009 level.


View a full summary of the PWC Global Entertainment & Media Outlook 2010-2014 results.


Source: Ad Age



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