The impending doom of print newspaper ads seems to have been predicted for quite some time. So even though national print advertising revenue dropped an insulting 6.7% in 2007, which marked the most severe decline since the beginning of advertising, this figure probably doesn't shock many people.
What may be more worrisome is the Newspaper Association of America's numbers for online revenue which show its growth slowing significantly from the impressive 30% growth rates of 2005 and 2006 to only 18.8% in 2007.
Editor&Publisher.com, who originally reported this story did not seem upset about this growth stunt, but instead explained it saying, "As newspaper Web sites generate more advertising revenue, the growth rate naturally slows. "
I would argue that most of the online environment still has a lot to learn about the best ways to grab reader attention and capitalize on online advertising. Big newspaper sites may think they have it all figured out, but many of the "innovative advertising methods" I've come across lately are either intrusive or just annoying.
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