The Future of Print

Barclays Ad Forecast: Bullish on Online Search, Bearish on Newspapers

Posted in Doom by futureofprint on December 19, 2008

Barclays Capital’s Media team updated their advertising forecasts for all ad verticals, taking their 2009 and 2010 U.S. advertising growth estimates down to -10% and +1%, resp, from 2009 growth of -5.5%. The most bullish estimate is for online search, which is expected to grow 20% in 2009 and the most bearish is for newspapers, which is forecasted to decline 17% in 2009.

Newspapers: We are cutting our 2009 and 2010 newspaper advertising revenue forecast to down 17.0% and down 7.5%, respectively. Specifically, in 2009, we estimate retail down 11.0%, national down 17.6%, and classified down 27.9% (help wanted down 44.7%, auto down 37.5%, and real estate down 28.8%). In 2010, we estimate retail down 5.0%, national down 7.0%, and classified down 13.5% (help wanted down 15.0%, auto down 12.5%, and real estate down 12.5%).

Read the full article.

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