New York—Despite a 0.2% drop in 2010, the U.S. b-to-b media market will increase at a 4.1% compound annual growth rate from 2010-2015, reaching $86.0 billion in 2015, according to the new “PwC Entertainment & Media Outlook 2011-2015” released by PricewaterhouseCoopers.
projected that business information will be the driver in the b-to-b market's growth. Business information is expected to increase from $40.6 billion in 2010 to $53.2 billion in 2015, a 5.6% CAGR.
Due to a strengthening economy, print advertising in trade publications will begin to grow again this year after declines in 2010 (-1.6%), 2009 (-22.1%) and 2008 (-10.6%). PwC projected that trade magazine print advertising will increased from $7.4 billion in 2010 to $9.4 billion by 2015, a 5.0% CAGR.
Even with that growth, trade magazine advertising will be 14.1% lower in 2015 than in 2006. A bright spot is advertising on trade magazine websites, which is anticipated to increase from $1.2 billion in 2010 to $2.4 billion in 2015, a 15.7% CAGR.