US Newspaper Ad Revenues Marginally Down in 2006

19 March 2007

NEW YORK: Scant surprise that US newspaper advertising revenues slipped 0.3% last year. Latest data from the Newspaper Association of America confirmed industry experts' predictions and showed overall print advertising fell 1.7% to $46.6 billion (€34.96bn; £23.93bn), outweighing a 31.5% increase in online ads to $2.7bn.

The Interactive Advertising Bureau has also released figures that show growth of newspapers' online advertising was around the same as the previous year but lagged behind the 34% growth in total web advertising during 2006.

The NAA's report revealed that online ads comprised just 5.4% of newspapers' total ad revenues last year, despite rapid expansion of their web business.

In Q4, overall newspaper classified advertising slid 7.1%, with recruitment dropping 13.7%, automotive ads falling 11% and real estate slipping 2.3%. All other classified ads edged-up 0.9%.

Data sourced from Wall Street Journal Online. additional content by WARC staff