December 2, 2008

Print Magazine And Newspaper Subscribers Plan Cutbacks In The Year Ahead

Consumer Publications Will Suffer More Than Business Publications

by Sarah Rotman Epps

with Carrie Johnson, Elizabeth Stark, Kate van Geldern

Executive Summary (This is a document excerpt)

The economic downturn is causing consumers to cut back even on small expenditures like print magazine and newspaper subscriptions. Forrester's data suggests that magazines will feel the pain more than newspapers and that consumer publications will suffer more than business publications. These cutbacks will precipitate an increasingly negative cycle for publishers — fewer subscribers will lead to fewer ad pages, eroding the primary source of revenue and profitability that publishers are counting on to sustain them as they build their online businesses.

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