Newspapers Share of Online Ad Market Starting to Fold

By Matthew Schwartz in briefsNews on August 1, 2008

Newspaper companies have been taking pains to get their salespeople up to snuff on selling online advertising to local marketers. WSJ.com reports that in the last two years the number of local salespeople hawking online ads for newspapers has grown to 15,500 from 5,900, citing Borrell Associates. But is it all for naught? Newspapers now control 27.4% of the local ad market, down from 35.9% share in 2006, per Borrell. (WSJ.com enumerates the reasons why, chief among them that online ads are still considerably cheaper than print ads.) The share of the local ad market among Internet companies has grown to an estimated 53.3% this year from 15.3% in 2004.

 

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Matthew Schwartz is Senior Editor of ScribeMedia.org and host of the WebTV series, From Print to Digital.

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One comment for “Newspapers Share of Online Ad Market Starting to Fold”

  1. […] Newspapers Share of Online Ad Market Starting to Fold. Newspapers’ share of local markets is shrinking because, I suspect, they are suddenly facing many, many more competitors. […]

    Posted by Notes from a Teacher: Mark on Media » Saturday squibs | August 2, 2008, 11:26 pm

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