Lorna Tilbian argues that “a continued rebound in corporate profitability and consumer spending should result in growth in display newspaper advertising”. In a piece published on the News Media Association (NMA) website she wrote :
“However, all advertising is not equal and the outlook for newspaper companies will depend on the type of advertising they are exposed to and able to capture.
This is where the adaptability and innovation of newspaper companies will come to the fore. There is real cause for optimism at several national newspapers which have hit an inflection point whereby the decline in physical advertising is being more than offset by growth in digital advertising.
Regional newspaper publishers too are showing clear signs of stabilisation as overall rates of revenue decline have decelerated and revenues from digital activities have risen rapidly”.