Publication Printing--Not Business As Usual

However, Traub cautions that after several years of record growth, ad pages and revenues have fallen for business and trade publishers. "The year should end with pages down 6 percent to 8 percent and revenue down 2 percent to 3 percent," he states.

Why the drops? Traub contends there are several factors at work, particularly: the shift of some medical ad dollars to mass media; redirection of marketing dollars to the Internet; and a migration of dollars in the information/technology segment to more broad-based media.