Moody’s believes U.S. newspaper revenues could finally turn positive next year -- although it warns that a “cyclical snapback” in advertising in 2012 could put the industry back on its long-term decline. Moody’s said it believes newspaper ad revenues, which fell 22% in 2009, are on track to decline in the 10% to 15% range this year. In 2011, the firm said, revenues could decline another 3% or increase as much as 2%. But that improving picture could subside in 2012, Moody’s said, as a long-term trend in advertising decline reasserts itself.
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