Newspapers are losing ad dollars to the Internet at a faster pace than other media, according to a report from Wachovia Equity Research. Of 55 advertisers in automotive, retail, telecommunications,
financial services, general services, media, and tech/Internet only one category -- financial services -- actually increased its newspaper spend.
In total, newspapers lost 14.3% in ad
dollars last year among those seven, while TV gained 4.4% and the Internet jumped 17.8%. Telcos moved the most out of print, from spending 31.6% in newspapers in 2005 and just 24% in 2006. And an
auto shift hurt as well, with the category spending just 4.6% in newspapers last year -- half the 2005 total.
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