The Newspaper Association of America reported last week that total print advertising in 2007 plunged 9.4% compared to 2006. That’s the most severe year-over-year loss since 1950, when the organization began measuring advertising expenditures.
The second-worst drop occurred in 2001, when advertising revenue declined 9%, according to Editor and Publisher.
On the Web, the news is bad but not as bad. While Internet ad revenue grew nearly 18.8% during 2007, it did not measure up to 2006, when Web revenues jumped 31.4%. The previous year saw an identical increase.
Other key stats:
-Online ad revenue now represents 7.5% of total advertising revenue, up from 5.7% in 2006.
-National print ad revenue dropped 6.7% in 2007;
-Classified ad sales fell 16.5%;
-Retail ad revenue slipped 5%.