They should start selling links. Their site is no doubt highly valued for their authoriativeness.

LOL. JK

I checked real quick and projections are that 2023 will experience ad growth but that the growth will be slower. So it's still rising, just not as fast.

So... One would hope the unions negotiating with NPR are aware of that.

... and aware of the world economy, record inflation, record consumer debt levels, etc. There's a reason all big tech is laying off and big box stores are closing locations. It's not all about the ad growth.

I checked real quick and projections are that 2023 will experience ad growth but that the growth will be slower. So it's still rising, just not as fast.

You've grouped all sectors of spending to come to that conclusion. Check early 2020(March? start of pandemic anyway). There was a record shift in advertising spend that continues.

Gov spent 40% less in ads (became the lowest advertising sector), and news spent 40% more in ads (spent more than any other sector).

It's like gov handed over their advertising budget to struggling media to use. It's odd when you consider you'd expect MORE advertising by gov to get the word out about the pandemic. So while NPR might have an ad spend budget, they ARE the news responsible for the biggest ad budgets. The companies who would buy ads are spending less, so the total overall ad spend growth is deceiving, it doesn't apply to them.

[pubmatic.com...]

You're right Kickaxe, that's the expectation for the overall digital advertising market.

Narrowing down to Google, Google is expected to fair better, which is consistent with historic trends.

According to this https://www.forbes.com/sites/bethkindig/2023/01/27/ad-budgets-set-to-slow-even-more-in-2023/ January report (before the Q4 came out).

"Google May Be the Stronger Ad-Tech Company in 2023
According to analyst consensus, Google is expected to generate $168.44 billion in net digital ad revenues worldwide this year, down from Q1 expectation of $174.81 billion. By 2024, Google’s ad business will reach $201.05 billion—or 2.8% below the Q1 expectation.

Google has an edge over its other ad-reliant competitors in an economic downturn, as advertisers facing budget cuts typically prioritize lower-funnel channels with higher ROI like search..."