Adweek Exclusive: Publishers Predict Revenue Growth in 2021
Despite ongoing hardships, the mood of media professionals is bordering on optimism, even as they realistically recognize that a rebound won’t come until the middle of 2021, publishers responding to an Adweek survey tell us.
In particular, publishers who are able and willing to invest in their editorial teams are eyeing opportunities presented in connected TV, commerce and virtual events as areas to capitalize on in preparation for the expected recovery.
About 68% of respondents say they were either very or slightly optimistic about the year ahead. Adweek surveyed 122 attendees at its inaugural Elevate: Publishing virtual event, where dozens of media execs representing The Atlantic, Bloomberg Media, Axios and The Information, outlined their current and future plans.
Consider it a reaction to the tumultuous and unrelentingly bleak 2020, as the media industry—along with the rest of the world—eagerly look for signs of sunnier skies in the new year.
“We at Bloomberg Media are planning on a second-half rebound, beginning towards the end of the second quarter,” CEO of Bloomberg Media Justin Smith said. “We have already begun seeing a lot of the green shoots in anticipation of the end of this difficult 10 months we’ve just had.”