Nieman Foundation at Harvard
HOME
          
LATEST STORY
The Internet sets writers free…to get new audiences, and also to “dive into a giant flaming garbage pile”
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.
The Internet sets writers free…to get new audiences, and also to “dive into a giant flaming garbage pile”
An extended conversation on the economics of building a career writing on the web today: “Unfortunately, it looks a little grim.”
Hot Pod: What does an audio producer actually do, anyway?
Plus: Panoply grabs some big partners, question marks at Acast, and success in local podcasting through Hearken.
With Indivisible, public radio stations hope the call-in format will help Americans find common ground
The show is “about understanding the values that we hold and how we want to be — what are our shared hopes and dreams for who we want to be in the world and how are we seen,” says WNYC CEO Laura Walker.