Ken Doctor reporting:
advertising sales soared 18% to a record high in the first six months of
this year, the revenues of the publicly traded newspaper companies
slipped an average of 5.5% to enter an eighth year of unabated decline.
Paced by a 145% increase in mobile ad sales, digital volume hit a half-year high of $20.1 billion, according to the Interactive Advertising Bureau,
a trade organization. The sum is nearly equal to the $22.3 billion in
sales collectively produced by the nation’s 1,382 dailies for all of
digital and newspaper sales pursue the same trajectory for the balance
of the year, then digital revenues for the full 12 months will be more
than twice the revenues produced by newspapers, whose aggregate sales
hit a record $49.4 billion as recently as 2005. In a measure of the
dizzying pace at which the marketplace is shifting, interactive revenues
were $12.5 billion in 2005.
As illustrated in the chart below, the growth in digital advertising is taking oxygen from the other legacy media, too.
broadcast television sales grew by 6.4% in the first half of the year,
magazine sales gained 0.4% and radio sales were flat. The data were
provided by their respective industry associations, the Television Bureau of Advertising, the Association of Magazine Media and the Radio Advertising Bureau.