The death of print media is coming fast, the victim of a shift by local advertisers from paper to online media sites.
In fact, it could come as soon as 2018, just 14 months away, according to the latest analysis from media advisor BIA/Kelsey.
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“We are predicting that online/digital local ad share will exceed the share of print media by 2018,” said the Virginia firm’s latest forecast. A chart in their report shows that digital ads on mobile devices already outpaces newspapers.
BIA/Kelsey estimates online/digital will increase at 13.5 percent, from $44.2 billion in 2016 to $50.2 billion in 2017, it said in the report.
That compares with a decrease of 2.4 percent next year for traditional – print and over-the-air – advertising revenues, going from $101.1 billion in 2016 to $98.6 billion in 2017.
Ad Age quoted a BIA/Kelsey executive explaining that ads are leaving traditional newspaper and magazine platforms.
“A large part of that is because of a decline in revenue going to print media, including newspapers, magazines and direct mail,” said Mark Fratrik, senior VP-chief economist at BIA/Kelsey.
Paul Bedard, the Washington Examiner’s “Washington Secrets” columnist, can be contacted at [email protected]
