Survey indicates confidence is up sharply in most areas
The Cribb, Greene Publisher Confidence Survey Fall 2012 responses seem to point to much stronger positive forecasts from newspaper executives on the near-term future. One hundred and eight newspaper publishers/executives completed the 2012 Survey with a little over half owning both daily and non-daily papers and the balance owning only non-dailies.
In particular is a strong increase in executives who believe that the local economy in their markets is improving – up from 14% in 2011 to over 40% in 2012 who believe their markets are up. Those who think their market economies are declining went from 26% in 2011 down to 13% in 2012. The results of this question appear to indicate that publishers believe their economic situation is improving significantly.
Also up are executives who think next year’s bottom line will be higher than this year – from 39% in 2011 to 52% in 2012; and those who feel advertising revenue will be higher in 2013 – up from 38% in 2011 to 51% in 2012.
But publishers are more pessimistic on whether their bottom line will be better than in the past [prior to the recession] as the economy improves – 46% thought it would be better in 2011, down to 42% in 2012. In 2012 33% think their bottom line will be worse than in the past.
Other question responses tended to be positive with “Would you consider buying a newspaper currently?” up slightly from 46% “yes” to 49% “yes.” However a little over half of the respondents would not currently purchase a newspaper.
Our “litmus test” question of “Would you recommend the newspaper business as a career for your children?” also went up somewhat, from 32% “yes” in 2011 to 35% “yes” in 2012. Publishers who said “yes” or “maybe” they would make this recommendation are at 69% this year, up from 62% in 2011, and those who would not want their children in the newspaper industry dropped from 38% to 31%.
For results of the Cribb, Greene Publisher Confidence Surveys for Fall 2009 through Fall 2012 in pdf format please send an email here.