The pace of print ad pages’ decline has slowed every month this year, with the dropoff totaling 15.3% in January, 9.4% in February, 5.7% in March, 4.5% in April and 4.2% in May.
The health care category is only sector to show growth in print ad pages for the first six months of the year. The sector posted a 3.4% increase for the year. The other 21 categories posted declines.
Overall newspaper advertising revenue declined to $6.40 billion in the second quarter, a 5.6% dropoff compared with the year-earlier period, according to figures released last week by the Arlington, Va.-based Newspaper Association of America. Total print revenue totaled $5.69 billion, a decline of 7.6%.
Online newspaper revenue jumped 13.9% to $743.9 million.