Newspaper advertising revenues were down 5.1 percent in the third quarter, compared to the same period in 2011, the Newspaper Association of America reported.
The results were marginally better than those for the first two quarters of 2012, but the industry has posted advertising losses for 25 consecutive quarters, dating back to 2006.
Digital advertising grew 3.6 percent in the quarter. However that gain failed to cover print losses by a ratio of about 10 to 1. National print advertising was especially soft, falling 10.5 percent year-to-year.
According to company reports in the last month, circulation revenues, buoyed by digital subscriptions and price increases, are holding even or increasing. And some companies are generating growing revenue from other activities like contract printing and social media marketing services. Those categories of revenue are not measured quarterly by NAA.
EMarketer projects that US newspaper print ad revenues will to drop significantly in the coming years, slipping to $16.4 billion in 2016 from $19.14 billion in 2012. Digital revenues, which include all digital platforms, will edge up to $4 billion from $3.4 billion, so they will not cover losses from print.
Online Ad Revenues will pass print in 2012 says eMarketer as more people spend time online, a perception that online ads are more measurable, and a growing comfort by advertisers in ad campaigns that integrate multiple channels, including online.
Nonetheless, television will remain dominant through at least 2016, according to eMarketer.
Ohio’s largest newspaper, The Plain Dealer in Cleveland, could soon face the end of its 170-year run as a daily print publication. The “Save The Plain Dealer” campaign, largely orchestrated by its employees, has bought billboard ads opposing the possible cutbacks planned by the paper’s owner, Advance Publications.