NAA Advertising Estimates Down ONLY 5.5%

Does anyone really believe that newspaper advertising next year will decline less than this year? I guess at some level you could argue that there has to be a floor but given the macro conditions and the two largest industries who advertise in newspapers going to crap, financial services and automotive, it’s hard to believe next year will look less bad than this year.

Jen: The Newspaper Association of America calculated the industry’s ad revenue forecast for the remainder of 2008 and 2009. For 2008, the association is estimating that print revenue will fall 12.5% while total revenue will drop 11.5%. The numbers look at little better in 2009 with total revenue declining 5.5%.

[From Fitz & Jen: NAA Ad Forecast]