US Newspaper Ad Slump Continues

22 November 2007

NEW YORK: US newspaper advertising plunged by 7.4% during the third quarter, reports the Newspaper Association of America.

Revenue from print ads fell 9% to $10.1 billion (€6.8bn; £4.9bn), led by a 17% slide in classified ads. The slump in the housing market was reflected in a 24.4% fall in real estate ads, while job ads fell 19.7% and car ads slipped 17.7%.

The industry may take comfort from the fact that national advertising fell 2.5% during Q3, less than half the 7.9% decline in Q2; while retail ads fell 4.9%, versus the 6.4% drop in the previous quarter.

Newspaper online advertising saw a welcome Q3 rise of 21% to $773 million, compared with the year ago period. Online ads account for around 7.1% of the industry's total revenue, compared with 7% in the second quarter and 5.4% in Q3 last year.

Data sourced from USA; additional content by WARC staff