Preview 2012 study finds North American newspapers pessimistic about ad revenues, look to digital for growth

  • Dec 01, 2011

Toronto, December 1, 2011 – U.S. and Canadian newspapers have lowered their expectations concerning most advertising revenue sources in 2012. The one exception is digital, for which 53% foresee a “large increase”.

In 2012, about 70% of newspapers have definite plans to start or upgrade content delivery on mobile devices and to improve their website for online visitors. Other popular 2012 operating initiatives include controlling or reducing both staff and non-staff costs, charging readers for digital content, and starting a new niche product.

In terms of advertising sales initiatives, 65% to 70% have definite plans to expand email, mobile or e-reader digital advertising, to improve website advertising programs and options, and to upgrade digital sales capabilities. Two other areas of attention for 2012 are upgrading print sales capabilities and improving ad pricing and rate structures.

Just over half of newspaper executives and managers surveyed said that current 2011 ad revenues are coming in worse than expected. The implication is that many newspapers will not achieve their budget forecasts this year.

Preview 2012 is the 6th annual study from Kubas Primedia. The results are based on a survey of 436 newspaper executives and managers conducted in November 2011. A normal probability sample of this size has a maximum statistical error of plus or minus 4.7% at the 95% confidence level, or 19 times in 20. The full report is available from KubasPrimedia.

Kubas Primedia, formerly Kubas Consultants, is an international firm that specializes in newspaper pricing structures, revenue development, and publishing strategy.

For More Information:
Ed Strapagiel, Executive Vice-President, KubasPrimedia
Toronto, Canada, 416-487-7040 x1099
eds@kubas.com

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