Local ad spending expected to decline through 2013, interactive segment the only bright spot

According to the BIA and The Kelsey Group, economic conditions over the next few years will reduce overall local advertising spending through 2013.  Local advertising revenues in the United States are expected to decline from $155 billion in 2008 to $144 billion in 2013, representing a negative 1.4 percent compound annual growth rate.

Only one segment is expected to show growth over that time, which is interactive advertising.  The others should see marginal or rapid declines over the next 1.5 to 3 years. 

Tom Buono, president and CEO, BIA Advisory Services, sees an accelerating shift to online and an increasing demand for “accountability metrics”.   According to the survey, interactive share of local ad spending will grow from 9 percent ($14 billion) in 2008 to 22.2 percent ($32 billion) in 2013.   For purposes of the survey, “interactive” includes mobile, Internet Yellow Pages, local search, online verticals and classifieds, voice search, and email marketing.

In contrast, the “traditional segment” is expected to decrease from $141.3 billion in 2008 to $112.4 billion in 2013 (CAGR of -4.5%).  This area includes newspapers, direct mail, television, radio, print Yellow Pages, cable television and magazines.  Neal Polachek, CEO of The Kelsey Group, indicates that the share shift “could actually be more pronounced if the major traditional media are not able to integrate new interactive products into their bundle.”

With yet another major print newspaper (the Seattle Post Intelligencer) closing its doors, the transition already feels very real.  If traditional media companies are to thrive over the next 10 years they will need to continue to embrace interactive strategies far more aggressively.

For more information about the survey and its methodology, click here.

Consumer demand for in-home entertainment helps make premium cable recession resistant

As reported by Paidcontent.org, cable operators and networks are faring better than ad-driven media companies in the recession, thanks to subscription revenue.  Profits at Time Warner’s HBO and Cinemax grew more than 10 percent during the fourth quarter of 2008, and the networks ended the year with their highest subscriber total ever—40.9 million.   Revenues at Showtime and Starz were also up in Q4 at 6% and 8% respectively.

Why? The mix of factors includes aggressive bundling, more online and mobile promotion, an increased interest in-home entertainment.  If cable operators are to begin to feel the pinch it will be when the lag time between troubles at home and subscription cancellations is exhausted.  For the full story click here.

Guns and butter and what it means in the current debate over Government debt

 

In the late 1980’s Paul Kennedy wrote his New York Times best-selling book, “Rise and Fall of the Great Powers”.  As the debate over debt rages in Washington 22 years later I urge any curious person to read it.  The book covers the rise and fall of the great military and economic nations from 1500 to 2000.  It begins with Spain and the economic dominance it gained from having the world’s most powerful Armada.  The title then alternates between France (Napoleon and his cannons, agrarian dominance) and England (her fleet and the Industrial Revolution.)   Russia also gets attention due to her massive military and natural resources.  And of course the United States with its nuclear arsenal and an economy un-shattered by WWII. 

At its heart the book is about the relationship between national wealth and technological innovation and what that means in terms of a State’s ability to militarily deploy and battle over long time periods.   As the story goes, those nations that maintained the best balance of guns and butter took the lead.  But leads have consequences in the form of “global military obligations” that in the long run their economies can’t afford to support, so they fall.  The historical lessons seem clear.  

Since the events of 2001 we have seen a doubling of our national debt to extend our military into places like Iraq and Afghanistan.  And today we are about to expand our debt again to jump start our failing economy.   Curiously, the world’s greatest economic power (as measured in terms of surpluses) is China but their military obligations do not (yet) extend into such places.  What does that say about who is striking the best balance between guns and butter?

In 1987 the U.S.S.R. was still around, and America was the undisputed global world power.  But Kennedy was already predicting Asia’s ascendency via Japan, China and India.  Their ability to focus on butter and not guns, coupled with huge natural resources (e.g. mainland Asia), massive human capital, and technological investment were already beginning to tilt the game in the East’s direction.  Today the disparity couldn’t be more obvious as we find ourselves borrowing massively from China and others to solve our guns and butter problems.

In the long run it always comes down to resources (natural and technological), who has them, and how they chose to spend them.   

To maintain a significant place on the world stage in the 21st century, the U.S. will need to regain its balance.

A Bounce in Consumer Sentiment? Some Encouraging Numbers, Especially for Amazon & WalMart.

 

A survey just released by ChangeWave shows that sentiment on consumer spending may have finally bottomed after a prolonged slowdown.  But they also cautioned that this tiny uptick in their data may be shortlived, much like their May ’08 data following the tax rebate checks.

hand-moneyThat being said, their Jan ’09 survey of almost 2,800 U.S. consumers  said that although fifty-seven percent of U.S. respondents said they’ll spend less during the next 90 days than they did a year ago – that is still three points better than last month’s December survey.  Better still, another 13% said they’ll actually spend more, which is two points better than last month.  Finally, 12% said they think the economy will improve in the next 90 days (up 3 points), and the 56% who said they think the economy will worsen during the next 90 days is still 10 points better than the December low.

What does this mean for online & retail?

For the third consecutive survey, ChangeWave indicates that in the home entertainment and network shopping category Amazon.com (+1 to 24%) is the clear momentum leader.   On the flip side, brick & click retailers like Best Buy (-6  to 37%) and bankruptcy-headed Circuit City (-2 to 7%) show significant weakness going forward.

Finally, for retail stores ChangeWave’s consumer surveys have consistently pointed to two retail winners since Feb ‘07: Wal-Mart and Costco (both +6).   The greatest weakness going forward is among traditional retailers, led by Bed, Bath & Beyond (BBBY) (-14), Sears (SHLD) (-12), Macy’s (M) (-12) and JC Penney (JCP) (-10).

For the majority of Americans who are still spending less, the primary reasons remain reduced household  income, saving money, and debt reduction.

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