Alan Mutter keeps coming the steady drumbeat of bad news for newspapers:
In round numbers, total newspaper advertising sales are likely to drop by $10 billion in 2009, which would put them roughly one-third lower than they were in the prior disastrous year…
The last time newspaper ad sales were as low as $27 billion was 1986. On an inflation-adjusted basis, the $27 billion in sales achieved back then would be worth $52.3 billion in 2008 dollars.
By that measure, it is fair to say that the industry today is only half the size it was two decades ago. And there are no signs the decline has been arrested.