Borrell: Newspapers Will Hit Bottom This Year, Then Rebound

august 10, 2009  09:39 am
Borrell Associates president Colby Atwood says in a new memo that he expects American newspapers to see a decline in 2009, then a mild rebound over the next five years. Although Atwood doesn't specifically discuss alt-weeklies, two of his key rebound factors seem to predict better times ahead for the industry. First, he notes that papers need to "reinvent themselves to serve smaller advertisers on the marketing side ... actively pursuing customers that have never done business with newspapers before" -- a client base that many alts have traditionally tapped in a successful way. Editorially, he says the future is local, a space alt-weeklies have focused on for decades.