NAA: Newspaper ad revenue down 5.1% in Q3

Arlington, Va.—Overall newspaper advertising revenue declined to $5.27 billion in the third quarter, a drop of 5.1% from the year-earlier period, according to the Newspaper Association of America.

This is the 25th straight quarter of ad revenue declines for newspapers, the NAA said. From 2006-11, total newspaper ad revenue plunged 51.5%, from $49.30 billion to $23.90 billion.

Online revenue accounted for 14.4% of total newspaper ad revenue in the third quarter, up from 13.2% in the year-earlier period, the NAA said.

Ad revenue fell in most major newspaper ad categories. National advertising fell 10.4%, from $823 million to $738 million, while classifieds declined 4.8%, from $1.20 billion to $1.14 billion.

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