Fall 2010 issue of Horizons

anticipated that profit margins will never return to previous levels. While newspapers have relied on advertising as their primary revenue source in the past, several recommendations were provided, including: • Segmenting the market: Better target marketing based on age, lifestyle, income, and past buying behavior. • Diversify monetization: Offer e-updates, archives, and phone applications for purchase. • Build analytics capabilities: View your newspaper as a retail business. Understand what customers want from your “store” and don’t rely on historical analytics. 3. The Effect of the Economy on the Industry The attendees were enlightened on current economic conditions and their effect on the media industry. Dr. David Altig, senior vice president and

director of research for the Federal Reserve Bank of Atlanta, presented on the economy and the implications of lingering financial pressures. Dr. Altig reported that the recession is officially over according to all economic indicators. He did say, however, the biggest concern for the industry is high unemployment. He also warned that the continuing credit crisis is an additional problem that will undoubtedly affect all industries, but media more so than most. For more information on the conference or ways RubinBrown can assist you and your business, please contact us.

RubinBrown’s Media & Entertainment Services Group

Tim Sims, CPA Partner Media & Entertainment Services Group tim.sims@rubinbrown.com 314.290.3434

Larry Rubin, CPA Partner-In-Charge Media & Entertainment Services Group larry.rubin@rubinbrown.com 314.290.3338

Greg Osborn, CPA Managing Partner, Denver Office greg.osborn@rubinbrown.com 303.698.1883

Todd Pleimann, CPA Managing Partner, Kansas City Office todd.pleimann@rubinbrown.com 913.499.4411

www.rubinbrown.com

48