* Q2 newspaper ad rev drops 6 pct to $6.4 bln
* Online ad revenue increased nearly 14 pct
* Online ad revenue represents 12 pct of total ad rev
NEW YORK, Sept 7 Total advertising revenue for
the newspaper industry fell almost 6 percent to $6.4 billion in
the second quarter, the Newspaper Association of America said
on Tuesday, underscoring how newspapers are still struggling to
hold on to readers and key advertisers fleeing to the
While other media, including broadcast TV, have bounced back
this year by capturing auto, financial and consumer package
goods advertisers eager to reach consumers, newspapers are
having a more difficult time emerging from a prolonged slump.
Newspaper online revenue rose nearly 14 percent to about
$744 million in the second quarter compared with the same
period a year ago, yet it still could not offset almost an 8
percent drop in print advertising.
Online ad dollars for newspapers represent only a sliver of
total advertising revenue -- roughly 12 percent -- according to
In the first quarter, total ad revenue dropped almost 10
percent compared with the same period a year ago.
Several companies like the New York Times Co (NYT.N),
Gannett Co (GCI.N), McClatchy Co (MNI.N) and Media General
MEG.N reported that advertising declines were moderating
though the industry is coming off deeply depressed numbers from
a year ago.
(Reporting by Jennifer Saba, editing by Matthew Lewis)