In the current year, revenues of print media publishers could fall by 20%, and their circulation by 10%, it was announced today at a press conference by the consulting and auditing firm Deloitte and the market research agency Puls.
According to their analysis of media trends in 2009, the biggest winners will be television, which will see an increase in advertising revenues. As stated by Aleksandra Kolarić, Regional Director of Corporate Communications at Deloitte, the global crisis will strengthen the dominance of television, and average viewers will spend half an hour longer in front of the screen than last year. On a global level, the share of mobile advertising in advertising revenues could double to 0.8%.
– Social networks on the internet will have to make additional efforts this year to generate revenue based on their vast user base. While average monthly revenues per cinema viewer, print reader, or TV subscriber are measured in tens of dollars, revenue from social media users averages only a few cents per month – stated Dejan Ljuština, a manager at Deloitte. Among the threats faced by website operators in 2009, analysts also mentioned the so-called ‘malvertising’ or ‘malicious advertising’ that steals user data or ‘leads’ them to harmful websites. (S. B.)
