NAA: 2007 print ad
revenues dive 10%
Newspapers’ print ad revenues
fell almost 10 percent last year, the biggest one-year drop since the Newspaper
Association of America began keeping records 58 years ago.
Newspapers posted print
revenues of $42.2 billion in 2007, down 9.4 percent from 2006. Classified ads
suffered a 16.5 percent nosedive, also a record.
The NAA said national ads
totaled $7 billion, down 6.7 percent while retail totaled $21 billion, down 5
percent. Classified accounted for $14 billion. The association didn’t break down
the individual classified ad segments.
The only bright spot was
online ad revenues, which grew 18.8 percent, to $3.1 billion. But the rate of
increase was far below the 31 percent boost in online revenues the industry
realized between 2005 and 2006, the NAA said.
Combining both online and
print ad revenues, the NAA said newspapers’ ad sales in 2007 topped $45.3
billion, a drop of 7.9 percent from the $49.2 billion in combined ad revenues
newspapers attracted in 2006.