Newspaper Advertising is now almost irrelevant
October 27, 2008
The Audit Bureau of Circulations released the latest figures for the six- month period ending September 2008 and the report shows major drops in circulation at the big metros, and the trend is accelerating. By now we are accustomed to seeing big drops in paper circulation, what makes news today is the fact that the circulation drops are increasing. In the September 2007 reporting period, daily circulation fell 2.6% and Sunday was down 4.6%, however in today’s report circulation slipped 4.6% and Sunday dropped 4.8%.
Meaning that Daily circulation has virtually doubled its rate of losses.
The big winner? Well it’s actually an army of bloggers that picked up the print media market share. What however is still baffling is the number of Advertising Agencies that still spend considerable client money on advertising in a dying industry. The rate of increase in online ad spends, though increasing dramatically is not matching the rate of decrease in print media.
Part of this problem sits at the people that control the marketing dollars, ad agencies are not adapting at the same rate the viewers are, and the clients are missing potential business.
Any national campaign buyer worth his or her salt should be averaging AT LEAST 30% of the spend online, however the national average is closer to 10%.
So we contacted a few media buyers, The problem actually sat with their inexperience online.
“We don’t know what to spend it on other than adwords”
“The Agency makes more via print”
Talk about screwing the client.
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