Local advertising media are collectively forecast to decline to $144.4 billion in 2013, down from $155 billion last year, per BIA and its sister company The Kelsey Group. This year, local ad
revenue will drop to $141.3 billion and hit bottom at $135.8 billion in 2010, before reversing direction in 2011. The forecast includes newspapers, direct mail, TV, radio, yellow pages, traditional
outdoor, cable TV, magazines and digital/online.
On the plus side, new media presents opportunities for new revenue streams for all the media groups, say the forecasters. New media's share of total ad spend is forecast to grow from $14 billion or 9% to $32.1 billion or 22.2%. Radio and TV Internet revenue are expected to climb from $805 million last year to nearly $1.9 billion in 2013.