Print and Digital Advertising
For print advertising, the losses were fairly equally distributed. National was down 10.5% for the year, classified 11% and retail (a larger category than the other two combined) 8%. Many executives said that the first sign of a disappointing year was the decision by telecoms and some other advertisers during the first quarter of 2011 to cancel schedules in nearly all papers save those with nationwide circulation base.22
As we have written in previous reports, classified has been the leading edge of print losses, shrinking to about 25% of what it was in 2000. The 11% loss in 2011 was comparatively less bruising than that in some recent years. Among classified categories, recruitment (the smallest) nearly held even, down 1.6%, reflecting improving demand for some professions – nurses and computer specialists, for example – in some parts of the country. Auto was down 10.7%, real estate 19.8% and “other” (now the largest category, including legal notices and paid obituaries) 10%. Further economic recovery could help all three.23
http://stateofthemedia.org/print-chapter/?print_id=10488
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