WAN: Traditional media has five years growth left – Press Gazette October 20, 2008
Posted by Jonathan Hewett in : delicious links , trackbackHave predictions of the death of traditional media been exaggerated? From the World Association of Newspapers conference:
"…Marcel Fenez [of PWC] said that although digital advertising will continue to soar over the next five years it will still only globally represent 10 per cent of total advertising for newspapers by 2012.
He forecast that global print advertising will grow 1.8 percent to $123.3 billion in 2012, while global digital advertising will grow 19.3 percent to $13.4 billion.
He said: "One of the things we need to get into context here is that traditional media isn't dead yet and won't be for the next five years."
"It's very important to think why. The over-50s are helping to sustain traditional media, and also in many of the emerging markets there is still plenty of room for traditional media. The death of traditional media is exaggerated, at least in a five-year context." "
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