Advertisers desert newspapers for the internet

Dominic Ponsford
 
New figures show that the press lost advertising to the internet in the third quarter of 2005.
 
According to the Advertising Association, total
ad spent for the quarter was £3,779 million – a year-on-year increase
of 0.1 per cent but a 2.3 per cent decline in real terms.
 
Advertising across the press saw a decline when
figures were adjusted for inflation. National newspapers were down 8.2
per cent, regional newspapers down 9.2 per cent, consumer magazines
down two per cent and business mags down 2.8 per cent.
 
By contrast advertising on the internet grew by 46.5 per cent, outdoor grew by 1.6 per cent and television by 0.8 per cent.
 
Newspaper groups have responded to recent
difficult advertising conditions by embarking on drastic cost-cutting
programmes. Northcliffe and Trinity Mirror are both in the process of
making hundreds of staff redundant and News International is the midst
of a three-year budget freeze.
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