Newspaper advertising revenues totaled $8.9 billion in the third quarter of 2008, down 18.1 percent from the same quarter last year, according to figures released Wednesday by the Newspaper Association of America. Ad revenue from newspapers’ Web sites totaled $749.8 million for the quarter ending Sept. 30, down 3 percent from the same quarter last year. It was the third consecutive quarter of declining online revenue.
Online contributed 8.4 percent of the total revenue for newspapers in the quarter, down slightly from the peak of 8.7 percent reached in the first quarter of this year.
But the online ad revenue was not enough to offset declining revenue for newspapers’ print-only product, which totaled $8.2 billion, down 19.3 percent from the third quarter of 2007.
Retail advertising for the quarter totaled $4.47 billion, down 11.7 percent from Q3 2007. National advertising was $1.36 billion, down 18.4 percent from the same period a year ago. Automotive classifieds were $564 million, down 29.2 percent from a year ago. Real estate classifieds came in at $629 million, down 38.6 percent. Recruitment classifieds totaled $497 million, down a whopping 43.6 percent from Q3 2007. “Other” classifieds totaled $672 million, down 5.8 percent from Q3 2007. Overall, classified ad revenues totaled $2.36 billion, down 30.8 percent from a year ago.
Details of the automotive, real estate and recruitment verticals: