The Future of Print

2010 may be even worse for newspaper sales

Posted in Doom by futureofprint on March 26, 2010

In what now passes for good news for publishers, the Newspaper Association of America yesterday reported that the skid in newspaper sales was “only” 23.7% in the final period of 2009 – a year in which sales declined 28.3% in the first quarter, 29.0% in the second period and 29.9% in the third quarter.

The year 2009 marked the fourth straight year of rapidly accelerating revenue declines for the industry since it hit all-time high revenues of $49.4 billion in 2005. Thus, 43% of the industry’s sales have gone up in smoke.Sales cratered in every print category in 2009, as follows:

:: Classified advertising dived 38% to $6.2 billion, falling 64% from the $17.3 billion booked in 2005.

:: National advertising skidded 26% to $4.4 billion, dropping 44% from the $7.9 billion sold in 2005.

:: Retail advertising plunged 24% to $$14.2 billion, sliding 36% from the $22.2 billion posted in 2005.

Online advertising last year tumbled nearly 12% to $2.7 billion, which represents an improvement from the $2 billion in digital advertising sold in 2005. The 1% decline in online ad sales in the fourth quarter of 2009 suggests interactive advertising could be the first category to turn the corner. Unfortunately, digital advertising represent only 10% of total ad revenues.

via Reflections of a Newsosaur: 2010 may be even worse for newspaper sales.


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