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Merrill Lynch: Online to Represent 50% of Newspaper Revs in 20 Years
A new report issued Tuesday by Merrill Lynch shows that it could take as long as 30 years for a newspaper’s online revenue to represent at least 50 percent of its bottom line.
Analyst Lauren Rich Fine’s projection assumed double-digit growth for online ad revenues through 2012, slowing to 5 percent growth, with print advertising declining 1.5 percent annually, writes Editor & Publisher. Those figures show cash flow to be flat to slightly down for the next 20 years.
Moving from a near monopoly to a competitive ad model (the internet), particularly when it comes to classifieds, is having the impact of restraining blended ad rates and absolute dollar profits, Fine writes.