Ride. It goes down. This repeats. The income of the advertising industry newspaper has increased and dropped and improved and fell and improved again and went down again. It jumped 16.3% in 1983 and then was hit in 1991 at 6.0%. In 1997 we saw an increase of 8.5% and then only 4 years later watched the newspaper newspaper fell 9.0%. The newspaper advertising income fell 28.9% in the third quarter of 2009. Causing fears? Probably not.
The idea that “recurring history” seems inappropriate maybe just a little cliché. You get the idea. We’ve been here before. Newspaper advertising revenues have never experienced the amount of losses we have seen in recent years, but there are external factors playing into this decline is news for the industry. For example, in the last two years Internet advertising has developed popular and can be held at least partially responsible for the third quarter of 2009 to become an 8th quarter in a row in the income of newspaper advertising.
The internet has made it easy for people to advertise to a large felt audience. A large number of websites out there offer several types of advertising, and that might not be left behind. New advertising vehicles can excit the masses and create bandwagon effects. Internet and other “interactive” ads are no exception. The extensive accessibility of internet advertising has created fierce competition (with little). Many websites that you visit are covered with advertisements that sell something, often some companies sell something the same.
The growth of internet advertising has not had good for newspapers. But this situation has created a prosperous environment for newspaper advertisers. Less AD income means that fewer advertisers spend their advertising dollars in the paper. Fewer advertisers in the newspaper represent less competition for these advertisements. In the end, less competition among advertisers resulted in an increase in return on marketing expenditure for those who still advertise in newspapers.
The newspaper circulation only fell by an average of 7.41% in the past two years. Not as much as speculating. Especially when you consider it at the national level we talk about circulation over 40 million.
This is the point: advertisers are faced with far less competition in newspapers today than they did two years ago, while the product remained less or less unchanged. Newspaper advertisements produce more results for people who have attached to him.