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04/08/2008

Newspaper Ad Revenue Sees Biggest Drop Ever!

According to new data released by the Newspaper Association of America, total print advertising revenue in 2007 plunged 9.4% to $42 billion compared to 2006 � the most severe percent decline since the association started measuring advertising expenditures in 1950.

Such a drop-off points to an economic slowdown on top of the secular challenges faced by the industry. The second worst decline in advertising revenue occurred in 2001 when it fell 9.0%. Total advertising revenue in 2007 � including online revenue � decreased 7.9% to $45.3 billion compared to the prior year.

There are signs that online revenue is beginning to slow as well. Internet ad revenue in 2007 grew 18.8% to $3.2 billion. In comparison, 2006 online ad revenue had soared 31.4% to $2.6 billion. In 2005, it jumped 31.4% to $2 billion.

As newspaper web sites generate more advertising revenue, the growth rate naturally slows. The NAA reported that 2007 online revenue represents 7.5% of total newspaper ad revenue, compared to 5.7% in 2006.

That growth could not stave off the losses in the print, however. National print advertising revenue dropped 6.7% to $7 billion last year. Retail slipped 5% to $21 billion. Classified plunged 16.5% to $14.1 billion.

�Even with the near-term challenges posed to print media by a more fragmented information environment and the economic headwinds facing all advertising media, newspaper publishers are continuing to drive strong revenue growth from their increasingly robust web platforms,� John Sturm, president and CEO of the NAA, said in a statement.


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