The Future of Print

MediaPost Publications Black, White and Red All Over: Newspaper Ads Dive 06/02/2011

Posted in Doom by futureofprint on June 2, 2011

The first quarter of 2011 brought no relief for the newspaper industry, which suffered another round of declines in print advertising revenues.

The first-quarter results from the Newspaper Association of America stand out against a general recovery in ad spending for other media, and suggest that newspaper print ad revenues are locked into a permanent, long-term decline.

Total print advertising revenues fell 9.5% from $5.25 billion in the first quarter of 2010 to $4.75 billion in the first quarter of 2011, according to the NAA — the lowest first-quarter revenue figure since 1983.

Those stats are down 55% from 2006, when total first-quarter print revenues came to $10.5 billion. This marks the 20th straight quarter of year-over-year print revenue declines.As in previous quarters, the losses were spread across all of the main advertising categories. National advertising fell 11% from $1.04 billion to $924 million; retail fell 9.5% from $2.95 billion to $2.67 billion; and classifieds fell 8.15% from $1.25 billion to $1.15 billion.

Within the classifieds category, automotive slipped 4.7% to $266.5 million and real estate tumbled 19.3% to $197.7 million. Only recruitment increased, ticking up 4.3% to $165.7 million. All other types of classifieds fell 8.5% to $520.8 million.

via MediaPost Publications Black, White and Red All Over: Newspaper Ads Dive 06/02/2011.

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