NEW YORK Online advertising spending at U.S.
newspapers rose 21 percent in the third quarter but failed to
offset a print ad spending decline, according to a study
While ad spending on newspaper Web sites rose to $773
million in the third quarter from the same period a year
earlier, print ad spending fell 9 percent to $10.1 billion, a
Newspaper Association of America study showed.
Online ad spending now accounts for 7.1 percent of total ad
spending at newspapers, up from 5.4 percent a year earlier.
The third quarter's online ad growth marked the 14th
consecutive quarter of double-digit percentage growth for
Total ad spending at newspapers fell 7.4 percent to $10.9
billion in the quarter.
Newspaper companies including New York Times Co, McClatchy
Co, and Gannett Co Inc are grappling with profit declines from
advertising shortfalls even as they increase Internet
investments to offset those loses.
Last week, Gannett's USA Today said it would cut 45
positions or 8.8 percent of its editorial staff.
But online ads remain a small percentage of overall ad
spending at the papers.
"Broader economic issues are impacting our industry the
same way they are impacting other media -- the continued
fallout from declines in the housing market clearly affects
real estate, recruitment and retail advertising," Association
President and Chief Executive John Sturm said in a statement.
The hardest-hit advertising sectors were classified ads,
down 17 percent to $3.4 billion; retail ads, down 4.9 percent
to $5.1 billion; and national ads, down 2.5 percent to $1.7
billion, in the third quarter.
(Reporting by Kenneth Li, editing by Gerald E. McCormick)