MagnaGlobal Updates Its U.S. Advertising Forecast
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In local mass media (local radio, local TV, local newspapers and outdoor media), the signs of the slowdown identified in the last update point to continued declines through the second half of 2011 and into 2012. MagnaGlobal now expects this segment to decline -1.1 percent in 2011 and -0.4 percent in 2012, driven primarily by weakness in newspapers (-5.5 percent), while radio will be flat (-0.4 percent), and outdoor should grow 4.2 percent in 2011 and 4.5 percent in 2012.
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