PricewaterhouseCoopers issues glum forecast for b-to-b publishing

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New York—B-to-b publishing in the U.S. will shrink between 2009 and 2013 by a negative 3.3% compound annual growth rate, according to a report released Tuesday by PricewaterhouseCoopers. The report, “PricewaterhouseCoopers’ Global Entertainment and Media Outlook: 2009-2013,” forecast that global entertainment and media spending will expand to $1.6 trillion in 2013, growing at a 2.7% CAGR. The U.S. entertainment and media market will grow at a 1.2% CAGR, reaching $495 billion in 2013.

Global business information spending will decline by a negative 3.8% CAGR between 2008 and 2013, with spending falling from $86.7 billion in 2008 to $76.9 billion in 2013.

Global trade magazine print advertising will fall by a 4.1% CAGR, dropping from $17.9 billion in 2008 to $14.6 billion in 2013. Global trade magazine digital advertising will increase to $2.9 billion from $1.7 billion between 2008 and 2013, an 11.1% CAGR.

“We expect 2010 to be a tough year; 2011, to be a stabilizing year,” James DePonte, partner with PricewaterhouseCoopers’ entertainment, media and communications practice, said of b-to-b publishing. “In 2012 and 2013 we’ll be back on the growth path.”

DePonte said that while the shift to digital marketing has hurt b-to-b advertising, the sector has also been more adversely affected than others by the economic downturn.

“Business magazines are the most sensitive to corporate profits,” he said.

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