Where Newspaper Advertising Is Headed             Oct. 4, 2012
For the narrative of this presentation,   click “Save File” on the slide frame (above)and download the presentation. See t...
Newspaper Print Adv. Trends, 2000-2017© 2012 Borrell Associates Inc.                                 $ billions           ...
Newspaper Print Ad Forecast   0.5% growth in advertising in 2013   1.7% growth in 2014   1% to 1.5% annual growth beyon...
Watch for Camel Hump. Preprints May Be OK                                                      Hump© 2012 Borrell Associat...
Digital Revenue Growth in 2012                                            Local Online Ad Sales in 2013© 2012 Borrell Asso...
Local Online Ad Sales in 2013   30% overall growth in most local markets   Untargeted banner sales decline -3%   Target...
Growth in 2013: Video & Targeted Banners                                     Local Online Ad Sales in 2013© 2012 Borrell A...
The Future: It’s All About Targeting                                      Local Online Ad Sales in 2013© 2012 Borrell Asso...
Don’t Miss This Event!Join us for the largest gathering of local digital media executives. For information,               ...
Questions?Gordon Borrell, CEOPhone: 757-221-6641Email: gborrell@borrellassociates.comWebsite: www.borrellassociates.comLin...
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Newspaper advertising forecast for 2013

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These slides were presented at the beginning of a NetNewsCheck webinar Thursday, Oct. 4, 2012, by Borrell Associates CEO Gordon Borrell. For the narrative, download the deck and look in the notes for each slide.

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  • Thank you very much. I appreciate you sharing the deck, research and the reply.
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  • 'Targeted' is defined as a dynamically-served ad. That is, the ad must be delivered according to some bit of stored data about that unique visitor -- whether it's registration data, a cookie, or the IP address. An ad placement based on a mere assumption of the unique visitor's type (such as a banner on a food & dining page or a health & fitness page) doesn't fit the definition of targeted that we use.
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  • Great slide deck Gordon. QQ: On slide #6 you mention Targeted banner sales. Can you explain that term? Are you saying Google Retargeting (remarketing) ads or do you mean banners for restaurants placed on pages with food focused content as an example?

    Ian Hartten - Toledo.com
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  • Kathy first question to Gordon: Gordon Borrell I’ve seen forecasts of newspaper revenue falling again next year, yet you’re seeing smaller and medium sized publishers generating revenue increases. What’s Borrell’s forecast for the industry in 2013?
  • Kathy first question to Gordon: Gordon Borrell I’ve seen forecasts of newspaper revenue falling again next year, yet you’re seeing smaller and medium sized publishers generating revenue increases. What’s Borrell’s forecast for the industry in 2013?
  • Transcript of "Newspaper advertising forecast for 2013"

    1. 1. Where Newspaper Advertising Is Headed Oct. 4, 2012
    2. 2. For the narrative of this presentation, click “Save File” on the slide frame (above)and download the presentation. See the narrative in the notes beneath each slide.
    3. 3. Newspaper Print Adv. Trends, 2000-2017© 2012 Borrell Associates Inc. $ billions Not down…but not up much, either. Sources: NAA, Borrell Associates Inc.
    4. 4. Newspaper Print Ad Forecast 0.5% growth in advertising in 2013 1.7% growth in 2014 1% to 1.5% annual growth beyond that Smaller newspapers grow by high single digits Metro papers decline for foreseeable future
    5. 5. Watch for Camel Hump. Preprints May Be OK Hump© 2012 Borrell Associates Inc. Hump ? Sources: NAA, Borrell Associates Inc.
    6. 6. Digital Revenue Growth in 2012 Local Online Ad Sales in 2013© 2012 Borrell Associates Inc. Estimated Average Median Highest Parent Media # in Sample 2012 Growth DMR Share DMR Share DMR Share Daily Newspapers 371 14.6% 5.93% 5.73% 65.96% TV Stations 324 10.6% 1.93% 2.56% 63.26% Pureplay Internet Cos. 667 32.5% 4.09% 3.91% 58.85% Weekly Newspapers 127 13.0% 0.80% 0.48% 11.76% Cable Systems 137 15.9% 0.91% 1.43% 10.47% Radio Clusters 59* 9.5% 0.65% 0.60% 3.48% Total/Averages 1,685 21.4% 3.14% 2.17% 65.96%
    7. 7. Local Online Ad Sales in 2013 30% overall growth in most local markets Untargeted banner sales decline -3% Targeted banner sales increase 105% Online video ad sales up 43% Little growth for “bundled” print+digital sales
    8. 8. Growth in 2013: Video & Targeted Banners Local Online Ad Sales in 2013© 2012 Borrell Associates Inc.
    9. 9. The Future: It’s All About Targeting Local Online Ad Sales in 2013© 2012 Borrell Associates Inc.
    10. 10. Don’t Miss This Event!Join us for the largest gathering of local digital media executives. For information, Visit borrellassociates.com and click on “conference.”
    11. 11. Questions?Gordon Borrell, CEOPhone: 757-221-6641Email: gborrell@borrellassociates.comWebsite: www.borrellassociates.comLinkedIn Group: Local Advertising & Marketing Trends
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