According to the survey, 42% of respondents said they would be increasing their magazine advertising budgets; 22% said they will be decreasing newspaper advertising.
Also, 67% of the marketers surveyed said newspapers and magazines could do a better job of selling themselves against other media, especially television.
The ANA survey also identified what marketers feel are the greatest threats to newspapers and magazines. The top three were: the Internet as an alternative source of information, the decline of audience and circulation numbers, and the overall clutter of advertising.
In other findings: 66% of marketers either disagreed or strongly disagreed that there should be an upfront market for print advertising; 59% agreed or strongly agreed that early commitment of budgets should be rewarded with more favorable pricing; and 57% of marketers agreed or strongly agreed that product placement/branded entertainment is an opportunity for advertisers in print.