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Report: Newspapers Losing the Most Ad Dollars to the Internet

Magazine article Editor & Publisher

Report: Newspapers Losing the Most Ad Dollars to the Internet

Article excerpt

Newspapers are losing the most ad dollars to the Internet compared to other media, according to a new report from Wachovia Equity Research.

Wachovia Senior Analyst John Janedis and his team analyzed 100 leading national advertisers to determine the shift away from traditional media to the Internet. Specifically, the team looked at 55 of those advertisers that fell in the following categories: automotive, retail, telecommunications, financial services, general services, media, and tech/Internet.

Of those seven categories, only one -- financial services -- increased spending in newspapers. Television, the study noted, actually experienced the opposite trend with four of the seven categories including telecommunications, automotive, media and tech/Internet, increasing the amount of dollars spent the medium.

Looking at the seven categories collectively, newspapers lost 14.3% in advertising dollars in 2006 while TV gained 4.4%. The Internet experienced a rise of 17.8% in spending while ad spending on other measured channels fell 1.1%.

Telecommunications advertisers shifted the most out of newspapers. …

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