Newspaper Advertising Expenditure Plummets in 2008
By Anna Johnson on March 31st, 2009Based on the Newspaper Association of America’s figures, 2008 saw advertising spending in newspapers drop by 16.6 percent across each of the national, retail, classified and online categories.
Classified advertising, which accounts for the largest proportion of newspapers’ ad revenue, dropped by 29.7 percent from $42.2 billion in 2007 to 34.7 billion in 2008.
Meanwhile, national (typically brand) advertising in newspapers dropped by 14.4 percent and retail advertising dropped by 10.7 percent. Overall, print advertising dropped by 17.7 percent.
Online advertising in newspapers (i.e. on their websites) declined by a modest 1.8 percent. This was still a big fall from the 18.5 percent growth in online newspaper advertising in 2007, and the 31.5 percent growth rate in 2006.
Source: Business Analysis and Research, “Advertising Expenditures,” Newspaper Association of America
