04th Sep 2007
Newspaper Q2′ Performance Report
The Newspaper Association of America (NAA), released a report on Friday, addressing Q2’ performance in the newspaper advertising space. The report features detail on the 19.3% increase seen in internet advertising revenues, during Q2’ of this year, versus the like in 2006. Even with the increase however, online advertising spend only accounted for 7% of all ad dollars taken in by newspapers. With that being said, online, no matter the advertising percentage, shows extremely well when compared to print revenues. According to the NAA, print revenues declined by over 10% in Q2’, when compared to last year and, as we guessed it, the biggest print decline is being seen in the classified ad sector. Classifieds themselves are down over 16%.
The results above are not surprising, if you have been watching how our larger advertisers are shifting their media campaign dollars. The next feat for newspapers and magazines is to figure out a way to be seen as a needed partner in that advertisers long term, new media plan. Determining the role they have to play, will allow for longevity and a way to capitalize intelligently, on online market opportunities.
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