Digital Migration Hurts Traditional Media More Than Expected

The annual decline in 2009 revenues in several traditional media categories was more severe than originally forecast, according to PriceWaterhouseCoopers research. Most striking was the decline in out-of-home revenues, which fell approximately 13 percent in 2009, compared to a forecast of about seven percent. In addition, radio revenues declined about nine percent, compared to an approximately seven percent forecast.

The other two media categories which had a 2009 revenue decline more severe than originally predicted by PriceWaterhouseCoopers were newspaper publishing (approximately 12 percent compared to a forecast of slightly more than 10 percent) and consumer magazine publishing (about 11 percent compared to a forecast of about nine percent).

Digital Migration Hurts Traditional Media Revenues More than Expected