Advertiser Perceptions, a survey of more than 2,000 US advertiser and agency executives conducted online in October/November 2007, found that newspapers are expected to be hit hardest by reduced advertising spend.
Some 37% of respondents said they expected to spend proportionally less on national and local newspaper advertising in 2008. Only 10% anticipated an increase in national newspaper advertising and 14% on local print advertising, with the rest expecting it to remain steady.
The future looks marginally brighter for the magazine sector, with 24% expecting a decrease, another 24% an increase and 52% predicting no change.
In outdoor, 22% expect an increase, 22% a decrease and 56% no change.
Meanwhile, 76% of respondents expect to increase their online advertising, while 55% expect to shift budget into mobile.
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"Sad to see another print company facing financial trouble. The industry is tough, and this highlights the ongoing challenges many are facing. Hope employees and customers get clarity soon."
"Not surprised, businesses need to prepare for these attacks rather than thinking that they're going to avoid them. At the very least, data needs to be fully protected with air gaps in place..."
"So much for growth then!"
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