Finke: movie studios to buy less newspaper ink

Nikki Finke reports that at least two (unnamed) studios are about to pull back on their advertising...

In her LA Weekly column, Nikki Finke reports that at least two (unnamed) studios are about to pull back on their advertising in the LAT, NYT, and to a lesser extent, other papers. The reason is pretty simple: movie attendance skews young, newspaper readership skews old(er), so advertising dollars could probably be put to better use.

I wonder how this will impact alternative weeklies (like Finke’s employer), which also benefit from studio print advertising budgets. Their readerships skew younger than newspapers, but not young enough to hit the 18-34 demo squarely, and their circulation seems to be levelling, rather than declining. (See here for interesting info on this.) So, will the weeklies benefit from the studio marketing dollars to be freed up from newspaper ads, or will they also face reductions?