Nieman Foundation at Harvard
HOME
          
LATEST STORY
How China used the media to spread its Covid narrative — and win friends around the world
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 50,000 who get the freshest future-of-journalism news in our daily email.
How China used the media to spread its Covid narrative — and win friends around the world
China’s image plummeted in North America, but over half of 50 nations surveyed at the end of 2020 reported coverage of China had become more positive in their national media since the onset of the pandemic.
From deepfakes to TikTok filters: How do you label AI content?
How should we label AI media in ways that people understand? And how might the labels backfire?
How systems thinking is guiding El Tímpano’s reporting on health & overcrowded housing
We can design our reporting to be valuable to multiple stakeholders, build on local expertise, uncover areas in need of investigation, and identify opportunities for change.