When the news is as bad as it’s been for newspaper advertising, any small ray of hope is welcome, like the slight decline in the decline. The Newspaper Association of America has tallied up the numbers for Q3 and came up with a decline in ad dollars of 5.39%. That’s the smallest decline papers have seen since 2007 but is that a reason to celebrate? Not really.
When you look at the complete grid showing the history of newspaper ad dollars, both online and print, it’s still a pretty dismal picture. The actual combined dollars for last year is listed as $27,564 million. The last time dollars were that low was in 1987. Factor in the lack of online dollars and inflation and that’s a horrendous image. From there, the numbers rise steadily, hitting $49 million in 2005 and it drops like the Times Square ball on New Year’s Eve from then until now.