The $5.694 billion 2nd quarter total (click on the quarterly link) is the lowest since 1983.
Considering the value of 1983 dollars in terms of 2010, the plunge is even worse. According to an Oregon State University calculation chart, $5.694 billion in 2010 dollars is worth $2.545 billion in 1983 dollars. Comparing the actual dollar value, one has to go back to before 1971 (the earliest year on the Newspaper Association of America's advertising revenue chart) for an equivalent figure.
The slight silver lining is the rate of decline has slowed to -7.62%. This compares with a drop of -11.42% in the 1st quarter of 2010 and a -25.63% 4th quarter for 2009. It's the first single digit drop after ten quarters of double digit losses.
2010
2nd quarter: -07.62% $5.694 billion
1st quarter: -11.42% $5.247 billion
2009
4th quarter: -25.63% $6.913 billion
3rd quarter: -28.85% $5.820 billion
2nd quarter: -30.15% $6.164 billion
1st quarter: -29.70% $5.923 billion
2008
4th quarter: -20.59% $9.296 billion
3rd quarter: -19.26% $8.193 billion
2nd quarter: -16.07% $8.825 billion
1st quarter: -14.38% $8.425 billion
2007
4th quarter: -11.60% $11.706 billion
3rd quarter: -09.00% $10.147 billion
2nd quarter: -10.20% $10.515 billion
1st quarter: -06.40% $9.840 billion
The highest quarter total was 4th quarter of 2000 with ad revenue total of $13.934 billion. This year's 2nd quarter total is less than half of the 2000 2nd quarter total ($12.109 billion)--or in similar dollar terms worth slightly over a third (36%) of the 2000 2nd quarter value.
H/T Editor & Publisher
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