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Newspapers: Online Ads Up, Print Ads Down

posted on November 23, 2007


Print advertising continues to slide while online advertising in newspapers is growing consistently. According to the Newspaper Association of America (NAA) advertising expenditures for newspaper websites increased 21.1%, to $773 million, in the third quarter. That was compared to the third quarter in 2006. It’s a trend that looks promising – this is the 14th consecutive quarter of double-digit growth for online newspaper advertising since the NAA started reporting online ad spending in 2004.

While print advertising is still the majority of advertising with newspapers (newspaper website advertising now accounts for 7.1% of total newspaper ad spending), the online spend continues to get bigger. Spending for online ads is still in the millions while print advertising brings in $10.1 billion. And print advertising is down 9% compared with the third quarter of 2006.

Here are some more numbers for various types of advertising: classified advertising fell 17% to $3.4 billion. Retail declined 4.9% to $5.1 billion, and national was down 2.5%, coming in at $1.7 billion.

Just considering classifieds ads, real estate, car classifieds, and employment ads were all down, but all other classifieds were up 2.7% to $713.3 million. Obviously the housing market slowdown has affected real estate and has spilled into other categories.

Incidentally, this is the first year in many that I haven’t gotten a newspaper on Black Friday. Last year it was stolen off my porch. Every newspaper stand was empty. For the most part, I’m skipping the crowds and doing most of my shopping online.


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  • http://www.douglaskarr.com Douglas Karr

    I left the newspaper industry 5 years ago and… after a decade IN the industry asking why we weren’t investing in local internet and search, now 5 years after it’s STILL an open market.

    If newspapers would make the (modest) investment in mapping classifieds, auctions, and pull in readers through social media, there would be no one stopping them – and the search engines would be forced to display them.

    Rather, they ride their 40% margin down like musicians riding down the Titanic. It’s sad – after getting their butts handed to them by eBay and Craigslist – they still scratch their heads and wonder how to print more papers and sell more ads in them.

  • http://www.selbourne.com Selbourne Designing

    I spend most of the time on the computer in office. I have enough time to browse / surf. And enough time to check the online newspaper. So why do i need to purchase the newspaper at home when the same is available online for free. Well its because of my folks back home.
    But this trend is bound to change with more and more hooking on to the net.
    I soon might not need to purchase newspapers as everyone would be doing things online and thus access these newspapers online.

    The slide for print ads will just keep increasing and in a few years time the drops would be huge.

  • http://www.gowfb.com GoWFB

    I don’t look forward to a day when I won’t be able to accompany my morning coffee with my morning (paper) newspaper. There is something familiar and comforting about that broadsheet flung onto the driveway every morning and a pile of recycling to be done at the end of each month.

  • J

    It’s interesting how that paper is kind of addictive. I can access the day’s newspaper online but I still buy the printed one. I guess it’s just something you get used to.

    Spend on print advertising will continue to slide while online advertising will increase. The trend is that more people are using the Internet to read news and businesses have to divide their advertising budgets to include an increasing portion for online advertising.

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