Media buyers fret higher ad rates
From Media Life Magazine: In spring and again in the fall, the latest circulation numbers came out on America’s newspapers, and for a long time they have not been encouraging. This latest round, out two weeks ago, showed more losses, with the nation’s papers down 2.8 percent on average, and dramatic declines among the top papers. The Los Angeles Times saw an 8 percent decline for the six-month period. For media buyers, this is alarming news, meaning a key local medium has become that much less effective in reaching a mass audience. How are media people reacting to these declines? What most worries them?