New York—The b-to-b media and information market in the U.S. posted a 1.7% gain to $81.1 billion last year, its first increase since 2007, according to the “Entertainment & Media Outlook 2012-2016” released by PricewaterhouseCoopers. B-to-b media and information spending was projected to rise to $98.7 billion in 2016, a compound annual growth rate of 4.0%.
The report found that print advertising in trade magazines increased 4.3% to $7.8 billion last year, its first year of growth since 2006. PwC projected that print advertising in trade magazines will reach $8.6 billion in 2016, a 2.0% CAGR. Even with that increase, print advertising in 2016 will still be more than $2 billion less than in 2007.
Digital advertising on trade magazine websites will grow at an even faster rate, jumping to $2.4 billion in 2016 from $1.4 billion last year, a CAGR of 11.4%.
Trade shows will also post gains, according to PwC. The sector is expected to post a 5.9% CAGR, increasing from $10.5 billion last year to $14.0 billion in 2016.