Originally posted on paidContent:
By now, the world was supposed to have emerged from the worst of the global economic storm that dampened advertising dollars through 2008 and 2010. But lingering European concerns suggest the ad dip is back, according to several company earnings disclosures this week.
As it returns, some publishers are congratulating themselves on having erected their flood defences – building digital products that consumers, rather than advertisers, pay for. But others are riding an advertising wave that’s still growing, pushing them to shores of sustainability they are convinced are becoming visible.
FT Group reported for the last half-year: “Our advertising revenues declined, as expected, with growth online and in luxury and personal finance more than offset by declines in trade and recruitment. Advertising demand remains volatile and visibility poor.”
But, just as FT.com MD Rob Grimshaw forecast to paidContent in May, FT digital subscriptions have now surpassed print circulation…
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