Despite the largely negative outlooks most analysts have for traditional media formats like newspapers and magazines, at least one group in the industry has a slightly more optimistic projection for 2012. The owners of small daily and weekly publications believe ad revenues will be flat in 2012. The newspaper owners participating in the Fall 2011 Cribbe, Greene Publishers Confidence Survey also expressed a positive outlook for their industry in general.
Of the newspaper publishers who took part in this survey, 53% put out a non-daily paper. Another 31% print daily while the remaining 16% have combination publications. The vast majority of these respondents, 60%, say the economy this year is about the same as it was last year. Here’s where they see their ad revenues heading for 2012:
- About the same: 44%
- Up: 37%
- Down: 19%
Similarly, about 47% of these publishers expect their profitability to remain unchanged next year.
These smaller publishers also remain optimistic about the newspaper industry. When asked if they would purchase another newspaper, nearly half, 46% , said yes. And looking way into the future, nearly 1/3rd, 32%, of small newspaper publishers say they would encourage their children to enter the industry. Clearly, these business owners plan to secure advertising commitments from local vendors for a long time to come.[Source: Most publishers believe ad revenues will remain flat in 2012. Inlandpress.org. 27 Sep.2011. Web. 3 Oct. 2011]