PUBLICATION PRINTING -- Getting the Numbers To "Ad" Up

The outlook is not so promising on other fronts, notes RR Donnelley's Knotts. For example, he expects publishers to pare back on quantities of magazines they deliver to the newsstand.

"While we are seeing an up tick in pages as the economy rebounds, we do not expect the ad page environment to fully recover for several years," the exec continues. "Following the last recession, in 1990 and 1991, it took until 1996 for pages to return to pre-recession levels."