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RSSAs in previous quarters, losses were spread evenly across all the main newspaper advertising categories -- including national, down 29.8%, retail, down 24%, and classifieds, down 37.9%.
National advertising in particular reached a discouraging milestone in the third quarter, with total revenues falling below $1 billion (to $956 million). That's the first time since the third quarter of 1995.
In classifieds, losses were led by the recruitment category, which suffered a vertigo-inducing 64.7% drop, from $497.5 million to just $176 million.
Real estate and automotive both followed with 43% declines, with real estate tumbling from $629 million to $358.5 million, and automotive dropping from $564 million to $321 million.
Similar to previous quarters, newspaper print ad revenue declines were joined by online, which fell 17% from $750 million in the third quarter of 2008 to $623 million this year.
With the latest results, the newspaper industry's total print revenues have experienced year-over-year declines for 14 straight quarters, while online has fallen for six straight quarters.
For the year-to-date through September, total ad revenues came to just over $19.8 billion, compared to about $27.8 billion in the same period last year -- a 29% decline. This year's figures represent a 44% decline from peak revenues of $35.3 billion in the first nine months of 2005.
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Too bad, because there are precious few opportunities to slow down these days.
I have a morning ritual with the Chicago Tribune that is very important to me, and I, for one, will miss it when it's gone. I just don't see myself relaxing with a morning cup of coffee and my laptop. In fact, I hate my laptop and everything it stands for.
But the real tragedy is the loss of community that will accompany newspaper's demise. The local stories relegated to the middle pages - the very soul of the community - will disappear forever.
Thank goodness we'll still be able to keep up with the Kardashians everywhere we look online.
We forecasted the 3rd qtr of 2009 would be $6.469 billion and the NAA reported $6.444 billion as your article reported. Since our forecast and the reported are so close, we expect our 2009 total forecast of $27.230 down 28.1% from 2008 is realistic; however, over the next few days, will will update the forecast model with the 2009q3 NAA reported numbers and prepare a final 2009 forecast and an updated 2010 (quarterly and annual) forecast.