Monday, April 21, 2014

Dismal Advertising Performance of Newspapers (2005 to 2013)

Alan Mutter is one of the most insightful analysts writing on the plight of modern newspapers. His most recent post at Reflections of a Newsosaur charts the fall in newspaper advertising revenue.
from (April 21, 2014)
Not only are newspapers losing print advertising, they are woefully behind the average growth rate in digital advertising.

Professor Mutter warns:
Almost as alarming to behold as the ongoing decline in print advertising is how little digital advertising grew at newspapers in the last 12 months in spite of the professed commitment of most publishers to pivot vigorously to the new medium. Digital advertising rose a mere 1.5% to $3.4 billion in 2013 at the same time that digital sales surged 17% across all digital categories in the United States.
. . .
At a time that growth and scale mean everything to the success of a digital publishing enterprise, the ongoing inability of newspapers to compete effectively in this emerging marketplace may be an even bigger problem than the traumatic collapse in print advertising that they have suffered over the last eight years.


MAX Redline said...

The Oregonian is claiming that their new tabloid format gives advertisers more eyeballs. Right. I'm guessing it's just a matter of time before they start devoting the back section of their "newspaper" to escort services and similar ads.

T. D. said...

I'm waiting to see if there is anything salvageable from the AAM report coming out the first of May on Oregonian circulation. I'm not holding my breath.

Interestingly, in celebrating their 100th anniversary they posted circulation charts for a number of newspapers from 1914 and 2013. One was the Oregonian. You know how much circulation they have from the "This Week" ad edition? 377,000 in March 2013. Compare that to their normal March 2013 Sunday edition of 285,000.

MAX Redline said...

Yeah, well, TD - I'd guess that the This Week "circulation" was inflated. Because they kept throwing the damn things into my driveway (they do the same thing twice a week these days, as well - every Tuesday and Sunday).

I'd complain, except that on Tuesdays the Thriftway specials are in there.

T. D. said...

You get Tuesday and Sunday? We only get Tuesday. They are only supposed to be able to count the free editions if they are "requested". Well, who's going to check up on that?

MAX Redline said...

Heck, about every six weeks or so, they toss a full Sunday edition into the driveway (other weeks, it's just the ads and comics).

BTW, nice avatar!

T. D. said...

You're one of the lucky ones. Heh.

Thanks! It was a serendipity shot (aren't most of the good ones?) that I decided to use.