New York—B2b 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 b2b publishing. “In 2012 and 2013 we’ll be back on the growth path.”
DePonte said that while the shift to digital marketing has hurt b2b 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.