Newspaper Ads Continue Decline in 2013

Picture 3According to the Newspaper Association of America, total newspaper revenues including advertising and circulation, fell 2.5% from $38.6 billion in 2012 to $37.5 billion in 2013. Annual comparisons are now the only benchmark for measuring the newspaper industry’s performance, as the NAA stopped reporting quarterly figures at the end of 2014.

While is no surprise that newspaper advertising continues to decline, its interesting that all of the revenue change doesn’t go directly to digital. The losses were slightly offset by 1.5% increase to $3.42 billion in digital advertising and 2.4% increase to $1/4 billion in direct marketing.

The article on Media Post, also sites that Pure-play digital ad revenues increase 14% while mobile ad revenues rose 77% – yet mobile still contributes less than 1% of total ad revenues. Other sources including digital agency and marketing services also increased 5% to $3.5 billion.

In fact newspapers’ digital ad revenues are growing at a much slower rate than Internet advertising overall, which jumped 17% from 2012-2013.

Sadly, total newspaper ad revenues have declined every year since 2006 and with the adaptation of major city papers cutting back daily distribution and increasing digital ad opportunities, I expect more negative change in the future for traditional print media.

 

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About promotionalguru

A marketing communications professional helping other marketing professionals, business leaders and marketing students gain a better understanding of trends in advertising and public relations as well as tips for being a successful marketer.

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