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Publishers Expect Very Little From Online Revenues

Publishers Expect Very Little From Online Revenues

Despite forecasts of significant growth for the internet advertising sector, the majority of print publishers see either no change in the relationship between print and online delivery or they are uncertain of what the future holds.

According to a US-based survey from GartnerG2, publishers are not at all bullish on the prospects for increasing advertising revenues through the internet. Only 27% of the 423 publishing groups surveyed expect to see any increase in online advertising revenues over the next five years.

Independent publishers – that is, those with only one title – are the most optimistic with a quarter anticipating a boost to online revenues, whilst the larger syndicate groups remain more sceptical – just 16% predict a rise.

“Print publishers are uncertain about their digital future because the sector lacks a clear understanding of future print and digital synergies,” says Allen Weiner, a research director at GartnerG2. “The fundamental issue for magazines and newspaper organisations is to convert the threat of online cannibalisation into a business opportunity,” adds Weiner.

US Publishers’ Perceived Online/Print Relationship In 5 Years’ Time 
       
  Conglomerate  Syndicate  Independent 
No change 42 36 33
Increase in online advertising 25 16 27
Evenly split 17 16 17
Don’t know/other 16 32 23
Source: GartnerG2, September 2003 

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