Report Says Newspaper Ad Revenues Drop
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Advertising revenues at American newspapers edged down 0.3% last year as gains in online revenues weren’t enough to compensate for a worsening downturn in print ads.
The Newspaper Association of America, an industry group, reported yesterday that overall print advertising fell 1.7% last year to $46.6 billion, outweighing a 31.5% increase in online advertising to $2.7 billion.
The growth rate of newspapers’ online advertising was about the same as last year but slightly lagged the growth in total Internet advertising of 34% in 2006, according to figures compiled by the Interactive Advertising Bureau.
Newspaper publishers have been struggling to hold on to readers and advertising dollars as people spend less time reading papers and more time on the Internet.
Many newspapers are expanding their online businesses rapidly, but Internet advertising still made up only 5.4% of their total advertising revenues last year, according to the NAA figures.
The pace of decline in print advertising at newspapers accelerated during 2006, with total print ad dollars falling 3.7%.
