Magna analyst Brian Weiser is telling ad agencies to expect a 14 percent decline to $161 billion in spending this year. The Interpublic Group media researcher’s report also cautions that even though the declines have bottomed out by this point and the worst appears to be over, growth won’t start to return until the second half of 2010. Weiser says e-commerce will provide some help for publishers. For the full year, he says online spending will drop 2.2 percent drop to $23 billion.
—National online: Total ‘09 revenue estimate: $5.5 billion, down 11.1 percent
—Local online: Total ‘09: $3.5 billion, down 5.9 percent.
—Direct online: Total ‘09: $13.9 billion, up 2.9 percent
—Print magazines: Total ‘09: $15.7 billion, down 18.3 percent
—Newspapers (print and online): Total ‘09: $28.5 billion, down 24.8 percent
By David Kaplan