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From the Wall Street
Journal
More Print Ads, But Gain Online
ASSOCIATED PRESS
September 4, 2007; Page B2
NEW YORK -- Advertising revenue at U.S. newspapers fell
8.6% in the second quarter, as an accelerating decline in
print ads more than outweighed gains in online advertising,
an industry group reported.
Print-only advertising at newspapers slumped 10.2% to $10.5
billion in the second quarter, marking the fifth consecutive
quarter of decline, according to figures compiled by the
Newspaper Association of America.
Online advertising at newspapers continued to grow, rising
19.3% to $795.7 million, although that was a slower rate
than the 22.3% gain recorded in the first quarter, and the
35% gain in the fourth quarter of last year.
Newspapers still make up the largest category of overall
advertising expenditures in the U.S., but advertisers are
steadily shifting money out of print advertising to the
Internet as people increasingly go online for information
and entertainment.
A study released by the media-investment firm Veronis Suhler
Stevenson in early August predicted that Internet-advertising
spending, including the ads on Web sites of traditional
media outlets, will overtake print-newspaper advertising
in 2010 as the largest advertising category.
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