Archive for March 17th, 2011

Newspaper ad revenue at 25-year low

Thursday, March 17th, 2011

Though the slide has slowed, the $26 billion spent on newspaper ads last year represents  a 25-year low, according to figures released Tuesday by the Newspaper Association of America.

The industry took in $25 billion in ad revenue in 1985, the Associated Press says.

“While the economy has slowly improved since 2009, newspaper ad sales continue to wane due to customers’ shift toward online advertising. Newspaper advertising totaled $7.3 billion in the last three months of 2010, down 4.7 percent from the prior year.”

Online ad revenue was up 10.9 percent last year to $3.04 billion after two years of decline, says Radio & Television Business Report. “All other ad categories were negative, although they did not repeat the double-digit percentage declines seen for two straight years (three for classified). National advertising fell 4.6 percent to $4.22 billion; retail was off 9.1 percent to $12.93 billion; and classified dropped 8.6 percent to $5.65 billion.”

NAA President and CEO John Sturm said advertising has shown signs of a continued turnaround and an essential repositioning. “Newspapers – in print and digital form – remain the largest source of original, high-quality news and information in the United States, reaching nearly two-thirds of all adult Internet users and attracting more than 164 million people who read a newspaper in print or online each and every week.”