Is the Magazine Business Doomed to Shrink?

eMarketer projects online revenue won't make up for print shortfall

It isn't news that magazines are seeing their print advertising revenue disappear before their eyes; the real story is in whether they can replace that lost cash with online revenue. New data from eMarketer answers this in the negative, projecting that total US magazine ad revenue will fall from $17 billion in 2010 to less than $15 billion by 2015.

For online advertising as a whole, eMarketer predicts that the surge will continue, with U.S. online ad spending expected to grow pretty spectacularly from $29 billion this year to $46 billion in 2015.


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