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Article Excerpt
Recession Fuels Consumer Appetite for Content, But Not Ads
The cruel irony of this recession is that the media industry, at all levels, is among the hardest-hit business sectors even as both corporate and consumer reliance on communications platforms is only increasing. Media analysts now talk about the 30-hour media day when they try to calculate the amount of time spent with TV, print, mobile and Web in a multitasking world. And yet just about any trade that touches the media world is suffering this year.
According to IMS/The Auditor ad-page counts for June and the first six months of 2009, the advertising/marketing/sales management category is tracking even lower (-39.64% in June 2009 vs. June 2008, -31.46% YTD) than the 20% to 30% drops we find across many other verticals. Promotional and marketing industries tend to be performing better than the straight ad world, and so we see more horizontally oriented books like Crain's Ad Age (-62.30% for June and -39.34 YTD) taking larger hits.
Questex's Digital Gains
And yet even as entertainment consumption is up--as is typical for a recession-- many of the industries tied to consumer media content are down. Ad pages in the broadcast video b2b segment, which includes titles related to professional tech industries, installers, video retail/rental firms and cable and broadcast TV, were down 39.23% in June and down 35.25% year to date. Questex's Home Media Magazine (-37.62% in June, -28.93% YTD) is suffering from a home entertainment value chain that is pulling back from print for now and reinvesting in cheaper digital. Publisher Thomas Arnold says about 55% of his revenue comes from the home entertainment divisions of six major studios. The rest comes from independent studios and disc distributors.
"The good news is that our digital revenues are more than double what they were for all of last year, and our market share has increased dramatically," Arnold tells min's b2b. He pits his 415.02 ad pages to date...
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