The The Interactive Advertising Bureau, or IAB, represents "86 percent" of the providers of online (or Internet) advertising. But while that information may appear to have a taint toward "New Media" - the IAB's not reporting what's happening with radio, print, and local ad revenues - the news for "Old Media" is not pretty.
MediaPost reports that while the IAB data is up, traditional, or "Old Media" revenues are "not faring nearly as well."
3rd Quarter newspaper ad revenues are down 3.7 percent.
MediaPost:
...total newspaper ad revenues declined about 3.7% in the last quarter. That follows declines of 9.7% in the first quarter and 5.5% in the second quarter, according to the Newspaper Association of America.
A third-quarter loss would make it the 17th quarter of straight declines for the newspaper business. The industry's decline over the last couple of years has been dramatic: Total revenues of $12.4 billion in the first half of 2010 are down 47.3% from $23.5 billion in the first half of 2006.
MediaPost reports that ad revenue from consumer magazines, newspapers, radio, and local ads from broadcast radio regionally, have recovered from last year, but at gains best described as "lackluster." Moreover, the trend toward moving ad spending online has only increased.
Thus, for online and mobile publications, the ad revenue future is very promising. But this good climate also causes one to ask hard questions, like why is the online publication The Daily Beast losing a reported $10 million a year? (A number Salon's Scott Rosenberg disputes, but doesn't come up with an alternative loss estimate.)
Stay tuned.
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