Media Outlook 2001: Newspapers

Robert W. Watson

In early 2001, the author looks at the challenges and opportunities for newspapers in the USA - especially in sustaining continued advertising income via the medium's reach, impact, flexibility, editorial environment and ease of buying.

Media Outlook 2001: Newspaper

Robert W. WatsonNewspaper National Network

It's the time of year when we are asked to play 'Kamak, the Omnipotent,' and hone our projections for 2001. We see consumer confidence ebbing, corporate profits suspect, and our industry trying to adjust from eight years of euphoria to the first hiccup since the early '90s.

Contrary to this guarded outlook, we believe it will be a strong year for national advertising in newspapers. The reasons are twofold. The first is that newspapers are now better positioned to deliver results for national advertisers than at any other time in...

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