Private Frazer’s Doomed Magazines

July 13, 2009

Don’t panic! (13/07/09)

Filed under: Don't panic,figures,Recession — privatefraser @ 1:09 pm

From the USA:

Consumer magazine ad pages continued to take a beating through the second quarter, plummeting 29.5%  compared to the same period in 2008… ad pages were down in each of the twelve categories tracked. (From Folio )

And from closer to home, a headline that really is clutching at the straws marked ‘optimism’:

Worst is over for UK ad market, says Bellwether report. Green shoots are sprouting in UK advertising and marketing budgets, according to the latest Bellwether report by trade body the IPA.

Which sounds great. In fact, because this is the IPA it’s talking up the report’s findings in a shocking (though unsurprising) way. A few more snippets that they drew less attention to:

  • companies still had a slightly negative view of the prospects for the advertising industry
  • the rates of decline slowed for all the main advertising categories (n.b. rates of decline slowed – we haven’t hit bottom yet)
  • UK advertising expenditure is expected to fall 13.3% in 2009, revised [down] from previous estimate of 9.1%.
  • A return to growth is not expected until the second half of next year.

Never, ever trust the figures given out by industry bodies.

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