The first quarter of 2011 brought no relief for the newspaper industry, which suffered another round of declines in print advertising revenues.
The first-quarter results from the Newspaper Association of America stand out against a general recovery in ad spending for other media, and suggest that newspaper print ad revenues are locked into a permanent, long-term decline.
Total print advertising revenues fell 9.5% from $5.25 billion in the first quarter of 2010 to $4.75 billion in the first quarter of 2011, according to the NAA -- the lowest first-quarter revenue figure since 1983.
Those stats are down 55% from 2006, when total first-quarter print revenues came to $10.5 billion. This marks the 20th straight quarter of year-over-year print revenue declines.
advertisement
advertisement
As in previous quarters, the losses were spread across all of the main advertising categories. National advertising fell 11% from $1.04 billion to $924 million; retail fell 9.5% from $2.95 billion to $2.67 billion; and classifieds fell 8.15% from $1.25 billion to $1.15 billion.
Within the classifieds category, automotive slipped 4.7% to $266.5 million and real estate tumbled 19.3% to $197.7 million. Only recruitment increased, ticking up 4.3% to $165.7 million. All other types of classifieds fell 8.5% to $520.8 million.
The one bright spot on the newspaper balance sheet was online ad revenues, which increased 10.6% from $730.4 million to $807.9 million, representing 14.5% of total industry advertising revenues. Combined online and print ad revenues decreased 7% to $5.56 billion.
"Shocking. What could have cuased such a sudden and unexpected decline?" - Newspaper Upper Management.
Newspapers whose ad revenues took a dive obviously never heard of the services of dailypost.org which raised our revenues and cut our costs. Sometimes doing the same old things in the same old way does not work. We tried something new and it did.
I hear they are looking for large market mergers and acquisitions?