Comments on: McClatchy: Ad Declines Are Slowing; Online Ads Grow Slightly http://paidcontent.org/2010/12/08/419-mcclatchy-ad-declines-are-slowing-online-ads-grow-slightly/ The economics of digital content Fri, 13 Dec 2013 18:54:38 +0000 hourly 1 http://wordpress.com/ By: Vin Crosbie http://paidcontent.org/2010/12/08/419-mcclatchy-ad-declines-are-slowing-online-ads-grow-slightly/#comment-81349 Thu, 09 Dec 2010 23:22:49 +0000 http://paidcontent.wp.gostage.it/2010/12/08/419-mcclatchy-ad-declines-are-slowing-online-ads-grow-slightly/#comment-81349 I love the PR spin newspaper companies annually gives to digital growth percentages! Do the math:

According to McClatchy’s SEC 10-K filings, its digital revenues of $164M in ’07 were 8.6% of the company’s $1.9B in overall ad revenues that year. Yet in ’09 its digital revenues of $183M were 16% of its $1.14B in overall ad revenues. What primarily made the percentage almost double wasn’t digital growth but plummeting print revenues. Had print not dropped, digital in ’09 would have been only 9.6%, not 16%. If online revenues today comprise 18.2% of total, I wonder how much of the latest increase is simply due to print’s decrease?

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