The number of print advertisers fell by 13 percent from January to April 2018, according to MediaRadar, MediaPost reports.
From January to April, there were 151,825 advertisers in print, a drop from 172,155 in the same period in 2017.
The advertisers weren’t going to digital, MediaPost reports. Most brands that stopped spending in print didn’t do any paid advertising in those four months.
“While this analysis disproves that advertisers are moving in droves to digital, it does raise a question about the quality of the overall market for advertising,” Todd Krizelman, CEO and cofounder of MediaRadar, told magazine expert Samir Husni.
Two categories were most heavily impacted this year, Krizelman said, retail and real estate. According to Krizelman, about 8,000 retailers failed in 2017.
Krizelman notes the movement toward native advertising. Some 2,705 brands are doing native ads monthly, and 188 new brands are purchasing content every month so far in 2018, Krizelman said.
This year, he said, B2B publishers listed content marketing as the top source of ad revenue following banner ads.
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