Newspaper Online Advertising Spending Jumps 19%, Print Ads Down 9%

March 28, 2008

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Advertising expenditures for newspaper websites in 2007 increased 18.8%, to $3.2 billion – accounting for 7.5% of all newspaper ad spending last year (up from 5.7% in 2006), according to preliminary estimates from the Newspaper Association of America.

Print ad expenditures were down 9.4% in the same period, however, and total (combined print and online) newspaper ad expenditures were down 7.9% for the year.

The following table breaks down online and print newspaper ad expenditures, by quarter, for 2007 and 2006:


In the fourth quarter of 2007, advertising expenditures for newspaper websites increased to $847 million, up 13.6% compared with the same period a year earlier.

That was the thirteenth consecutive quarter of double-digit growth for online newspaper advertising since NAA started reporting online ad spending in 2004.

Advertising expenditures at newspapers and their websites, combined, totaled $12.6 billion for the fourth quarter; spending for print ads in newspapers totaled $11.7 billion.

Those figures are down from the fourth quarter of 2006, when total advertising expenditures were $14 billion, and print ad spend was $13.2 billion.

The following table breaks down newspaper print ad expenditures, by segment and quarter, for 2007 and 2006:


About the data: The NAA website has quarterly and annual ad spending numbers in their entirety.

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