Research from Enders Analysis shows national newspaper advertising fell 8% last year (and by 28% since 2007).
But Enders believes a stronger economic outlook will slow the decline in 2014 to about 6%, even if volatility month-to-month makes budgeting and management a relentless challenge.
The local and regional press should also experience some—but smaller—reprieve, though the sector will continue to haemorrhage national display advertising, so the sector focus must return to local enterprises.
Digital advertising has reached meaningful scale at some titles, but growth in online display is slowing. Platform sales are growing quickly and are essential to resist the devaluing of context for digital marketing in content media.
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