Newspaper advertising revenues, which fell to $50.0 billion in 2002 from $50.3 billion in 2001, declined for the first time since 1991. Corzen attributes the fall-off to a drop in recruitment classified advertising.
The silver lining for newspapers, however, was their ability to up-sell âprint advertisers onto the Web,â said Kip Cassino, VP-research for Corzen.
Online spending grew an astonishing 46.7%, jumping from $5.9 billion in 2001 to $8.6 billion in 2002, according to Corzen.
Overall advertising spending grew 4% in 2002, according to Corzen, with radio (8.2%), cable TV (5.9%), direct mail (5.4%) and broadcast TV (5.2%) leading the way.