….according to analysts in this article from MediaDaily News:
A FULL-BLOWN RECESSION WOULD PROBABLY take a substantial bite out of traditional media, according to a survey of industry analysts and independent researchers. But digital media will benefit from these draw-downs as financially strapped marketing executives shift dollars online, seeking more transparent measures of ROI. In many cases, a recession would simply accelerate a long-term trend that is already underway.
In the event of a recession, the outlook is considerably gloomier for newspapers and radio, where revenues are already declining because of long-term secular trends, which were in evidence well before the economy began to sputter.
After slipping 1.68% in 2006, total U.S. print newspaper ad revenues tumbled an alarming 9% during the first three quarters of 2007 compared to the same period in 2006, to $30.5 billion (fourth-quarter figures aren’t yet available). “And that was in relatively good economic times,” observed Ken Doctor, a newspaper analyst with Outsell, Inc., who said “a recession would simply compound the structural change of readers and advertisers moving from print to online.” (Read More)