Analyst, Merrill Lynch, has revised its adspend forecasts for the US newspaper industry, with estimates for advertising expenditure being lowered due to an uneven economy and an industry resurgence for the second half of 2005.
Merrill forecasts newspaper adspend (print and online combined) to rise by 3.3% in 2005, revised down from 4%, based on uneven economy and an unlikely industry resurgence in the latter half of 2005.
New predictions for 2006 see newspaper adspend at 3%, down from 4%, based on slightly lower forecasted economic growth and more muted ad rate increases.
Estimates, by Merrill, for print and online adspend for the first quarter of 2005 now put newspaper growth at approximately 3%. In comparison, forecasts from the Newspaper Association of America (NAA), show Q1 ad revenue to enjoy growth of 3.6%, with print at 2.4% and online 39.7%.
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