Print media was ranked last amongst all media types as being the sector least likely to experience ad revenue growth in the next twelve months. Confidence in newspaper spending has declined steeply since the last quarter.
Traditionally newspapers have benefited from an increase in promotional spending however Myers has found that marketers are increasingly finding the flexibility they require with local TV and radio campaigns. According to the index, local radio ranks fourth in overall confidence and local broadcast and cable TV were seventh and eighth respectively.
