But those fees currently account for about 10 percent of station revenue, and even if they double in the next five years, as the research firm SNL Kagan predicts, advertising revenue will remain the most important part of the station business.
For intellectualcapital.com, page views have a market value that enable Atwood to "predict advertising revenue".
In its 15th annual communications industry forecast, released today, the firm, which specializes in the media, predicted that advertising spending in the United States would increase 6.9percentt next year.
She predicted the advertising collapse of 2009; forecast that the Office of Fair Trading would scupper Project Kangaroo; and underlined problems with Setanta's business model from the start.
And while company executives predicted that advertising in The Journal this month would drop about 30percentt from the record 1999 levels, they also said that total advertising linage so far this year was up 18.7percentt from 1999.
Since Mr. Zell made his bid for Tribune, things have been worse for newspapers than many predicted, with advertising revenue down almost 8percentt in 2007 and 2008 off to a poor start.
On a more positive note, Veronis Suhler Stevenson predicted that advertising spending would rise 2.9percentthis yearar, compared with a 6.2percentt drop in 2001, and that all communications spending -- including advertising and promotional expenditures, and spending by consumers and businesses on all media -- will increase 4.8percentto to nearly $610 billion, after falling 0.3percentt last year.
Robinson predicted that advertising scarcity will also extend to prime online ad space.
And while tracking service TNS predicts Internet advertising will increase 13.4%, and newspaper advertising will fall 0.9%, publications that cater to Hollywood say they are seeing more dollars than ever.
The men do not have an estimated opening date, but they predict that advertising will be easy.
