Canary In The Coalmine: NYT Sees First Decline In Online Ad Revenues
In what may be an early indicator of broader Web advertising trends, the New York Times announced today that it saw total Internet advertising revenues decline 3.8 percent in November. This compares to a total decrease of 21.2 percent for all advertising at media company, most of which is print advertising. The New York Times releases financial data on a monthly basis, and this was the first time it has reported an actual decrease in Internet advertising revenues. (Internet advertising revenues for the year through November are still up 11.6 percent).
The NYT’s digital properties, which include NYTimes.com, Boston.com, and About.com, attracted 47 million unique visitors in November and collectively would have been the 16th largest site on the Web, according to comScore. In the third quarter, online advertising ground to a halt at the largest Web companies.
