Nieman Foundation at Harvard
HOME
          
LATEST STORY
The LA Times’ Kevin Merida thinks Los Angeles is “the perfect place to redefine the modern newspaper”
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.
The LA Times’ Kevin Merida thinks Los Angeles is “the perfect place to redefine the modern newspaper”
“We don’t have to turn around a whole big ship. We can try things.”
The Mississippi Free Press launched early to cover the pandemic, but aims to be in nonprofit news “for the long game”
“If you seem to be an organization that’s only concerned with large donors and large foundations, you’re probably only concerned with one type of reporting.”
Publishers hope fact-checking can become a revenue stream. Right now, it’s mostly Big Tech who is buying.
Facebook alone works with 80 different fact-checking organizations worldwide.