Magazine article Editor & Publisher

Analysts on Ad Spending

Magazine article Editor & Publisher

Analysts on Ad Spending

Article excerpt

Outlook for second half is hazy

Publishers may be in for a chilly autumn. The shakiness of the economic recovery and continued sluggishness of help-wanted advertising leaves most analysts cautious. Miles E. Groves, chief economist for the Barry Group consultancy, in July lowered his forecast for a newspaper-ad- spending boost this year to 1.5%, provided there is a "material improvement" in the second half.

Jay T. Zitz, CEO and president of the national ad-rep firm Newspapers First Inc., sees the second half as bringing "slight growth, but not as robust as we originally expected."

The third quarter has gotten off to a characteristically slow start. Newsprint consumption by dailies was weak in July, although papers apparently stocked up in advance of the announced August price hike of $50 per metric ton. The Newspaper Association of America's preliminary figures showed the volume of newsprint bought in July increased 3. …

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