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Newspaper Ad Sales: Parsing The Numbers

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The newspaper industry has posted significant online advertising gains for eight straight quarters while the print side struggles to eke out the narrowest of gains. Keeping in mind that the online contribution to the overall number is less than 6 percent, what does the online growth show beyond the difference in maturity? Industry execs and observers say it’s both a sign of migration online and of newspapers’ increasing ability to sell online. Newspaper National Network president and CEO Jason Klein projects “exceptional long-term growth from online revenue” while analyst John Morton estimates that online ads will make up 6.5 percent of total ad revenue for 2006.
Related: Online Newspaper Ad Sales Up 35 Percent In 1Q06