According to a recent report from Borrell Associates the worst maybe over for newspapers as measured by percent of media share.
It looks like from this chart newspapers will get back to the not so great 2008 levels by 2014 so at least they’ve hit bottom. Borrell thinks that newspapers have now had the time to react to the rise on online advertising and have made enough adjustments to find their place in the mix.
When you look at the rest of the chart you can see that the same can’t be said for direct mail, other print and directories which are all headed further down. Direct mail is particularly shocking as email looks like it’s going to have a huge impact on advertisers, printers and the Post Office for the next few years.
Online continues to project out as the place to be now and into the foreseeable future. Not a surprise to us.