But the trend line is clear enough. Newspaper advertising has been declining for decades.But changes of this sort, where some older ways of doing things are replaced by newer ways, can take quite some time to play out, and will inevitably create new opportunities.
"Long distance," for example, has been in a long rate-per-minute decline, but usage has continued to climb. That meant the strategic task for every AT&T executive for years was simply to moderate the decline to the extent possible and prepare for some new business model.
The difference between long distance calling and newspaper advertising revenue is that newspaper ad volume is not rising, as long distance calling continues to do.
But the newspaper ad market is sizable enough that it still offers opportunity for players such as Yahoo, which has a deal with seven newspaper chains representing 176 daily papers across the country.
Yahoo is sharing content, advertising and technology, initially by newspapers posting their classified jobs ads on Yahoo’s classified jobs site, HotJobs, while newspapers use HotJobs technology to run their own online career ads.
Over time, the intention is to optimize newspaper content for search and indexing on Yahoo.
1 comment:
Newspapers are a very diverse group and some segments are holding on or growing. Take for example local and community papers, specially the free weeklies. A lot of them are 90% ads and ain't worth the time reading, but they are the only way for local businesses to reach their local customers.
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