Newspaper ad revenues for 2011 to be US$24B, down from record high of US$49.4B in 2005, predicts analyst

Kendall Sinclair

Kendall Sinclair

Jan 17, 2012 – Media Buyer Planner

THETFORD CENTER, Vermont , January 17, 2012 () – Beginning in February, Editor & Publisher magazine will begin “deconstruct[ing] the current newspaper business model and rebuild[ing] it from the ground up,” in a series it calls 2020 Vision.

E&P columnist and industry analyst Alan Mutter predicted that 2011 would mark “the lowest point yet” for newspaper ad revenue. Mutter was analyzing data from the Newspaper Association of America, and predicted that 2011 revenues would be $24 billion, down from the record high $49.4 billion in 2005. Q4 2011 results are still drifting in, but for Q1 through Q3, classified ads fell 12.9%,retail by 8.8%, and national advertising dropped 11%.

In an analysis of data compiled by the Newspaper Association of America, E&P columnist and industry consultant Alan Mutter predicted that 2011 would mark the lowest point yet for newspaper ad revenue — a mere $24 billion in comparison to the record high of $49.4 billion in 2005. Though Mutter has drawn negative comments from our readers for his critique of the industry, the numbers from the NAA can’t be ignored. In the first nine months of 2011, classified advertising fell 12.9 percent, retail dropped 8.8 percent, and national advertising fell 11 percent.

E&P observes that, however important a digital strategy appears to be, it has yet to fulfill its potential in newspaper revenue. “Sure, digital advertising climbed 8.3%, but digital still contributes only 14.3% to overall publisher revenue.

E&P pledges to point a critical eye at every aspectof newspaper publishing, starting with content “always the bread and butter” in February; then moving on to distribution, technology, budget allocation and management.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.


About Us

We deliver market news & information relevant to your business.

We monitor all your market drivers.

We aggregate, curate, filter and map your specific needs.

We deliver the right information to the right person at the right time.

Our Contacts

1990 S Bundy Dr. Suite #380,
Los Angeles, CA 90025

+1 (310) 553 0008

About Cookies On This Site

We collect data, including through use of cookies and similar technology ("cookies") that enchance the online experience. By clicking "I agree", you agree to our cookies, agree to bound by our Terms of Use, and acknowledge our Privacy Policy. For more information on our data practices and how to exercise your privacy rights, please see our Privacy Policy.