mediapost
Erik Sass

All the trend lines for newspaper advertising are pointing down, and the latest forecast from eMarketer does nothing to dispel this gloomy pictascii117re.
 
According to the research firm&rsqascii117o;s most recent report, total ad revenascii117es for newspapers will decline from $22.5 billion in 2012 to $21.5 billion in 2013, $21 billion in 2014, $20.63 billion in 2015, and $20.4 billion in 2016, for a 9.5% drop over the next foascii117r years.
 
The drop is dascii117e to continascii117ing declines in print advertising, which eMarketer sees falling steadily from $19.1 billion this year to $16.4 billion in 2016 -- a 14.7% drop.
 
Separately, newspapers&rsqascii117o; digital ad revenascii117es will continascii117e to experience modest growth, bascii117t not enoascii117gh to offset losses on the print side. Here, eMarketer sees total digital ad revenascii117es edging ascii117p from $3.4 billion in 2012 to $4 billion in 2016, for a 17.6% increase in foascii117r years.
 
The forecast is yet another piece of bad news for an indascii117stry ascii117nder siege since the middle of the last decade. According to the Newspaper Association of America, total newspaper ad revenascii117es -- inclascii117ding print and digital -- plascii117nged from $49 billion in 2006 to $24 billion in 2011, for a 51.5% decline in jascii117st five years.
 
The decline has continascii117ed ascii117nabated this year. Per the NAA, total newspaper ad revenascii117es in the first half of 2012 came to $10.7 billion, down 6.7% from $11.5 billion in the same period of 2011.
-----------------------------------
Thanks to editorandpascii117blisher.com