Total U.S. newspaper advertising revenues, including print and online, dropped 6.9 percent from $6.43 billion in the second quarter of 2010 to $5.99 billion in the same period this year, according to the latest figures from the Newspaper Association of America.
It is the 20th quarter in a row to see year-over-year declines in total ad revenue, Media Post reported.
Total print ad revenues declined 8.9 percent from $5.69 billion to $5.19 billion year-over-year, while online advertising grew at a healthy rate, up 8 percent from $744 million to $803 million.
However, online advertising still contributes a relatively modest proportion to all revenues, at 15.5 percent, up from 11.6 percent in the same quarter of 2010. The increase is mostly due to the decrease in total revenues.
As in previous quarters, the downturn was spread quite evenly across the major advertising categories. National advertising was down 8.8 percent to $985 million, retail decreased 8.1 percent to $2.96 billion, and classifieds plunged 10.9 percent to $1.25 billion, Media Post reported.
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