Great Depression concentrated newspaper advertising expenditure

The Great Depression that began late in 1929 and extended through the early 1930s had a major effect on U.S. newspaper advertising expenditure. U.S national advertisers spent less on newspaper advertising in 1938 than in 1919. In 1938, spending of national advertisers in newspapers was only 57% of the corresponding advertising spending in 1929. Greater … Continue reading Great Depression concentrated newspaper advertising expenditure

newspapers and magazines: bigger problems than the Great Depression

U.S. print newspaper and magazine advertising revenue is falling sharply.  In the first quarter of 2009, newspaper print advertising revenue declined 30% compared to the first quarter of 2008 ( $5.92 billion in 2009 Q1; $8.42 billion in 2008 Q1).  Magazine rate-card-reported advertising revenue, which does not take into account discounting likely to be more … Continue reading newspapers and magazines: bigger problems than the Great Depression

media innovation doesn't change shape of ad spending distribution

Looking at the top U.S. magazine advertisers from 1913 to 1929 shows a lot of familiar brands.  Proctor & Gamble, the leading magazine advertiser in 1913, was also the largest U.S. advertising spender from 1963 to 1986 and 1991 to 1996.[1]  Quaker Oats, Colgate, Kodak, Kellogg’s Corn Flakes, Goodyear Tire, B.F. Goodrich, and General Electric, … Continue reading media innovation doesn't change shape of ad spending distribution