Newspaper ad sales dropped another 28 percent during the third quarter of 2009, continuing a disquieting trend that has seen the industry's ad revenues fall for 13 straight quarters.
According to stats issued by the Newspaper Association of America, newspapers posted a total of $6.4 billion in ad revenues during the three-month period ending Sept. 30. Print advertising accounted for $5.8 billion, with online ads yielding $623 million in revenue, a segment decline of 17 percent.
Third-quarter classified advertising, meantime, plunged another 38 percent, with automotive dropping 43 percent to $321 million, real estate down 43 percent to $358 million and employment down a whopping 65 percent, to $175 million.
For the first nine months of 2009 newspapers brought in $19.9 billion in ad revenues, a decline of 28 percent.
In a prepared statement, NAA CEO John Sturm said the industry's third-quarter performance should come as no surprise considering the flat economy. "Rather," he said, "these numbers are in line with most expectations, and even show some modest directional improvement in key categories like retail and national.
"There may not be great visibility into 2010 and beyond, but the broad consensus is that the worst has passed."
http://www.newsandtech.com/dateline/article_14c2e5de-d5f9-11de-89a2-001cc4c002e0.html
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