BUSINESS - Are Retailers Abandoning Newspaper Advertising?

When you pick up a newspaper this holiday season does it feel a bit thinner?

That is because US retailers have reduced spending on print newspaper advertising, according to data from Kantar Media.

The reduction is in response not only to declining newspaper circulation but to changing behaviours of consumers, who are doing more of their holiday shopping online.

Kantar data shows a decline in spending of 13% compared to the same period (Nov. 21 through Dec. 11) a year ago.

However, if newspapers are removed from the data, overall retail ad spending only fell by 3%.

“Newspapers have been a challenged medium with declining circulation and revenue,” Jon Swallen, Kantar Media’s chief research officer told eMarketer.

The shift away from newspaper ads has grown as retailers focus on mobile and the development of proprietary shopping apps.

Retailers are also increasingly using social media channels in order to form stronger, more direct bonds with consumers.

The drop on advertising spending wasn't just during the early Christmas season. Retailers also spent less around Black Friday and Cyber Monday.