US newspaper ad revenue slumped in second quarter

* Q2 newspaper ad rev drops 6 pct to $6.4 bln

* Online ad revenue increased nearly 14 pct

* Online ad revenue represents 12 pct of total ad rev

NEW YORK, Sept 7 (Reuters) - Total advertising revenue for the newspaper industry fell almost 6 percent to $6.4 billion in the second quarter, the Newspaper Association of America said on Tuesday, underscoring how newspapers are still struggling to hold on to readers and key advertisers fleeing to the Internet.

While other media, including broadcast TV, have bounced back this year by capturing auto, financial and consumer package goods advertisers eager to reach consumers, newspapers are having a more difficult time emerging from a prolonged slump.

Newspaper online revenue rose nearly 14 percent to about $744 million in the second quarter compared with the same period a year ago, yet it still could not offset almost an 8 percent drop in print advertising.

Online ad dollars for newspapers represent only a sliver of total advertising revenue -- roughly 12 percent -- according to the NAA.

In the first quarter, total ad revenue dropped almost 10 percent compared with the same period a year ago.

Several companies like the New York Times Co NYT.N, Gannett Co GCI.N, McClatchy Co MNI.N and Media General MEG.N reported that advertising declines were moderating though the industry is coming off deeply depressed numbers from a year ago. (Reporting by Jennifer Saba, editing by Matthew Lewis)