The Future of Print

Analysts: Newspaper Ad Recovery Stalled?

Posted in Doom by futureofprint on September 10, 2009

Wells Fargo analysts John Janedis, Jaime Morris and Brendan Metrano have thrown cold water on a potential advertising recovery in third quarter.

According to a note released on Gannett, the bellwether of newspapers, the team said ad revenue has stalled in August while September appears to be starting off weak.

Wells Fargo reduced its Q3 newspaper advertising revenue estimate for Gannett from a decline of 25.5 percent to a decline of 28.8 percent. Local is forecast to fall 22.5 percent, national is anticipated to drop 21 percent and classified is estimated to decrease 40 percent versus a previous -19 percent, -18 percent and -37 percent respectively.

Overall advertising revenue is expected to fall 20.2 percent in Q4, revised down from a decline of 16.9 percent.Wells Fargo maintains its “market perform” rating on Gannett NYSE: GCI. As of late morning, shares of GCI were trading up 12 cents to $8.04.


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