US newspaper ad revenue slips 1.7% in 2006: NAA

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The Newspaper Association of America has recently reported that its initial figures on newspaper advertising for 2006, showing a slight drop in the sale of print advertising contrasted by a considerably impressive growth in the sale of online advertising for newspaper sites. The print advertisement revenue witnessed a 3.7 percent fall to $13.2 billion last year, whereas online ad revenue for newspaper sites increased by 31.5 percent to almost $2.7 billion, revealed NAA.

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The NAA further reported that overall print advertising fell by 1.7 percent last year to $46.6 billion. The report suggests that newspapers are increasingly taking efforts to expand their online businesses briskly. But despite of their best efforts Internet advertising constitutes only 5.4 percent of their total advertising revenues last year. The speed of decline in print advertising at newspapers gathered momentum during 2006, with total print ad revenue slipping 3.7 percent.

Overall advertisement spending on online and print newspaper ads fell by 2.2 percent in the last quarter to $14 billion.

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