Forecast: Declines in Magazine Spending Through 2013

While global entertainment and media spending is expected increase from $1.4 trillion to $1.6 trillion by 2013, some traditional markets—including magazines—will see declines, according to PricewaterhouseCooper’s Global Entertainment and Media Outlook: 2009-2013, which was released today.

The report forecasts media spending in the U.S. to increase at a 1.2 percent compound annual growth rate (CAGR), possibly reaching $495 billion in 2013. But a number of individual segments, including b-to-b publishing (-3.3 percent) and consumer magazine publishing (-1.7) are expected to decline.

Meanwhile, a number of other segments in U.S. media are forecasted to grow, including Internet access (9.1 percent CAGR), Internet advertising (6.3), video games (5.8), TV subscriptions (5.5), filmed entertainment (3.3) and out-of-home advertising (2.5). Segments like radio (-2.2 percent CAGR), recorded music (-4.7) and newspaper publishing (-5.9) are also expected to decline.

“The current economic slowdown, shifting consumer behavior and new ad-supported revenue models are triggering acceleration of digital migration,” Bill Cobourn, PricewaterhouseCooper’s U.S. media and entertainment practice leader, said in a statement. “While the impact of these new models and dynamics throughout the entertainment and media industry will be strong, it also opens up new creative opportunities for the industry.”

According to the report, digital spending will continue to be the industry’s main source of growth, with revenues accounting for 25 percent of total sales in 2013—up from 17 percent in 2008. PwC also predicts that a “new generation” of ad-supported revenue models will emerge as digital behaviors become more dominant among consumers.

“The challenge is to identify ad models that are able to withstand the downward pressure on ad rates in the digital environment,” Cobourn said.

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