Print industry suffered the biggest drop in advertising spend in 2011,…

The decline in newspaper and magazine advertising sales continued in 2011. Although the final figures are not officially released newspapers are about 7.3% down on 2010 and magazines about 8.2%. That is just over a hundred million dollars.

With fewer advertisers, the only solution for print is to increase cover price, reduce more marginal product and reduce the number of circulation editions. For example, one magazine I read frequently has gone from being a monthly with twelve editions a year, to eleven editions with one being a bumper.

Except for an increase in cover price, I doubt the number of issues will have much bearing on my clients most who cannot handle the amount of stuff they are getting now anyway,

In 2011, the average sale price for magazines for my clients remained the same.