Traditional media has five years growth left

The death of traditional media has been exaggerated, according to global leader for entertainment and media practice at PriceWaterhouseCoopers in Hong Kong. Speaking at the World Association of Newspapers readership conference, Marcel Fenez said that although digital advertising will continue to soar over the next five years it will still only globally represent 10 per cent of total advertising for newspapers by 2012. He forecast that global print advertising will grow 1.8 percent to $123.3 billion in 2012, while global digital advertising will grow 19.3 percent to $13.4 billion. He said: "One of the things we need to get into context here is that traditional media isn't dead yet and won't be for the next five years."