Not sure I believe this one, but that's the headline. If you look at the comments of the post I linked to on Screenwerk, Borrell indicates the changes in each category over the next 5 years:
Directories -38.9%
Direct Mail - 32.0%
Telemarketing -28.9%
Newspapers -11.0%
Radio -7.0%
Other Print -3.4%
Broadcast TV -2.1%
Online +22.7%
Out of Home +30.2%
Cable +54.8%
Cinema +313.8%
Not to nit-pick one number and use it to impugn the whole survey, but the newspaper number strikes me as being off. They are losing share every day in classified advertising and are talking about raising prices, which should reduce their reader bases (print at least) and hurt their ad revenues more. I think directionally, these numbers are correct, but not sure about their magnitudes.
Borrell: YPs to Lose $5 Billion in 5 Years « Screenwerk
Directories -38.9%
Direct Mail - 32.0%
Telemarketing -28.9%
Newspapers -11.0%
Radio -7.0%
Other Print -3.4%
Broadcast TV -2.1%
Online +22.7%
Out of Home +30.2%
Cable +54.8%
Cinema +313.8%
Not to nit-pick one number and use it to impugn the whole survey, but the newspaper number strikes me as being off. They are losing share every day in classified advertising and are talking about raising prices, which should reduce their reader bases (print at least) and hurt their ad revenues more. I think directionally, these numbers are correct, but not sure about their magnitudes.
Borrell: YPs to Lose $5 Billion in 5 Years « Screenwerk
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