Signs of a rebound for print?

Share this article:
For the past year or so, I've often felt as though my "media and circulation" beat was truly the "Debby Downer" beat; article after article detailed the revenue losses, shutterings and downsizings of newspapers and magazines with only a few bright spots mixed in.

Lately, though, some positive news has come through. A Borrell Associates memo sent out late last week predicted that newspaper ad revenue would see an increase of 2.4% next year. Yesterday, a story in the New York Times trumpeted the Seattle Times' return to profit, and today Rodale's Women's Health -- a consistently strong title -- announced a rate base increase.

Women's Health will boost its rate base 11%, to 1.5 million, effective with its January/February 2010 issue. The magazine, launched in 2005 with a circulation of 400,000, has had a total of 6 rate base increases in its short career.

Is it the start of something bigger? I can't say for sure. A lot of magazines are still hurting and closing, but it seems that we're having more good news lately. As more publishers adjust to the dramatic changes in the market, I think we'll see them making more smart decisions and doing well.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Omnichannel Represents a Sea Change in Marketing

Omnichannel Represents a Sea Change in Marketing

Instead of thinking about channels first, marketers need think about customers and outcomes.

Will American Wallets React to Jack Ma's "Open Sesame"?

Will American Wallets React to Jack Ma's "Open ...

Observers pooh-pooh Alibaba's chances to challenge Amazon and eBay, but the boss of China's e-commerce giant vows rapid U.S. expansion following his IPO.

Getting Email Out of the Friend Zone

Getting Email Out of the Friend Zone

It may not be the sexiest channel, but it is the most reliable.