According to the Newspaper Association of America (NAA), newspaper print
and online advertising continued to drop in the first quarter of 2010.
However, the drop (9.7%) was the mildest since the first quarter of
NAA President and CEO John F. Sturm said the data shows the ad
environment for newspapers is turning for the better. He said:
"While broad, macroeconomic factors indicate we are not out of the
woods yet, NAA is encouraged by
the improvements we are seeing in newspaper ad spending.
...declines are moderating across the board
and, in some instances, have turned positive. Total newspaper
online ad spending increased nearly
five percent in the first quarter, a sign that marketers are
returning to newspapers...
"(The NAA continues to) to hear the that an advertising rebound is
getting closer. These sentiments,
combined with the changes newspaper companies have made to their
business models to develop new,
multiplatform strategies, reinforce the industry's strategic
positioning within a new media landscape."