What a Difference a Point Makes — Printing Shipments Part II

Among other factors that play into a short-term rise in print are the shortage of experienced new media personnel, the shortage of good Internet properties on which to advertise, and the price increases that many new media properties have demanded for ad placement for their best viewing. The lack of local new media properties that could address political needs may have sent more money to print in some extremely contentious races; national races may benefit most from online advertising. The dollars end up going to the payback of least resistance, and temporarily, that may be print. It could very well be the case that both trends are creating the recent print increase.