HOME
          
LATEST STORY
From rumor to out: Tim Cook reminds us that “unpublishable” facts don’t live in an vacuum online
ABOUT                    SUBSCRIBE
May 18, 2009, 3:57 p.m.

Will display advertising return after the recession?

Dean Singleton says that the big problem with most analysis of the current newspaper business downturn is that it assumes that the change is secular, not cyclical:

The problems of newspapers, in my view, are very mis-covered by media analysts today. They don’t understand the difference between a severe economic downturn, the most severe we’ve seen in my lifetime, and structural change. There are both going on. There’s structural change going on, and it has been for several years, and that will change our business model. But the majority of the revenue declines we’re seeing in 2009 are plain, old economic downturn.

But, what of the former newspaper advertisers that make it through the current downturn alive? At that point, through creativity and brute force, they’ve weathered the storm without newspaper advertising.  Once advertisers discover that business goes on with or without print advertising, what could possibly motivate them to reopen their wallets? Isn’t this what happened with Craigslist, which did not steal share of classified revenue, but render it moot?

POSTED     May 18, 2009, 3:57 p.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
From rumor to out: Tim Cook reminds us that “unpublishable” facts don’t live in an vacuum online
The Apple CEO confirmed what some websites had reported years ago — the fragmented lens of online media giving new meaning to the idea of an “open secret.”
Ken Doctor: The New York Times’ financials show the transition to digital accelerating
The numbers may look flat, but they contain a continuing set of ups and downs. Up next: executing on a year’s worth of launches.
Before the “teaching hospital model” of journalism education: 5 questions to ask
It’ll take a new generation of academic leadership — willing to incur the wrath of faculty, the greater university, alumni, industry, and analysts — to break through the old ways we train journalists.
What to read next
1020
tweets
The newsonomics of the millennial moment
The new wave of news startups is aiming at a younger audience. But do legacy media companies have a chance at earning their attention?
803A mixed bag on apps: What The New York Times learned with NYT Opinion and NYT Now
The two apps were part of the paper’s plan to increase digital subscribers through smaller, targeted offerings. Now, with staff cutbacks on the way, one app is being shuttered and the other is being adjusted.
504Ken Doctor: The New York Times’ financials show the transition to digital accelerating
The numbers may look flat, but they contain a continuing set of ups and downs. Up next: executing on a year’s worth of launches.
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Kaiser Health News
AOL
San Diego News Network
ReadWrite
The Atlantic
IRE/NICAR
The Washington Post
Byliner
Flipboard
El País
Foreign Policy
Baristanet