Consumers take 40% less time with newspapers; ad spend share falls sharply

摘要

In the last four years, newspapers' share of the roughly S50 billion spent annually on print and other 'old media' advertising in the US has dropped 31.5%, according to a study published last week by research company e Marketer. Yet the study shows that despite the exodus of readers from print to online media, print advertising has actually held up exceptionally well, given that advertisers are still devoting 25% of their spending to newspapers and magazines, even though consumers now spend less than 10% of their time reading them. One explanation publishers like is that print is more effective for advertisers than virtually any other medium - otherwise why spend so much money on it? Yet some analysts think it's more likely that advertisers have been slow to move spending from traditional, tried-and-true media into new forms of content.