Total advertising revenue was down 7.3 percent, a percentage point worse than in 2010. Print advertising was off 9.2 percent year-to-year.
Digital advertising revenue, after a comparatively weak fourth quarter, grew 6.8 percent for the year.
So the industry posted total ad revenues of $23.9 billion, a decline of $1.9 billion from the previous year. NAA does not have current numbers on circulation revenue and is only starting to assemble data on revenue from such activities as contract printing, events, or social media assistance to businesses.
Figure that those add roughly $10 billion, making newspapers a $34 billion industry. Google alone, by contrast, recorded revenues of $37.9 billion for 2011.
In updating numbers released previously for the first three quarters, NAA identified two shifts occurring late in the year."