What's the Outlook for the Media Business? Read Here.

Last Updated Sep 27, 2009 6:20 PM EDT

One media publication worth looking through this week is Mediaweek's annual Media Outlook report (yes, boys and girls, I once worked there). It doesn't necessarily tell you anything you didn't already know -- that basically right now the medium whose business model sucks the least is considered a winner -- but, as it combines reportage with aggregated numbers from sources including parent company Nielsen, media investment firm Veronis Suhler Stephenson, media agency Zenith Optimedia and PricewaterhouseCoopers, it presents a comprehensive view of how the media business is going to look next year.

You are better off reading the whole report, but here's a Twitter-style recounting of how each medium is going to do:

  • Broadcast TV: Right now nothing matters as much as a strong scatter market.
  • Cable TV: Having actually eked out a little growth this year, it will have better growth in 2010.
  • Digital media: Like cable, it has grown even in a recession. 2010 will see continued growth in search. Display? Not so much.
  • Print: The bad news? Circulation and advertising revenue will keep declining. The good news? They'll decline by less.
  • Radio: Things have been so bad, there's nowhere to go but up.
  • Out-of-home: It's all about digital, baby.