In the latest preliminary estimates from the Newspaper Association of America (NAA), advertising expenses on newspapers Web sites reached $773 million or 21.1 percent growth this 3rd quarter.

Advertising on this medium already shares 7.1 percent of the total newspaper ad spending. This is also the 14th consecutive quarter it registered a double digit growth, starting last 2004.

Even this impressive performance was not enough to cushion the decline in total ad spending at newspaper companies, which was down by 7.4% or $10.1 billion. This is mainly caused by the slow down in print ad spending.

Most major sub-categories under printed ads also weakened – classified ads (-17%), retail (-4.9%), and national (-2.5%).

“Newspaper Web sites continue to generate substantial revenue by offering advertisers access to the nation’s most desirable group of consumers,” said NAA President and CEO John F. Sturm. “At the same time, broader economic issues are impacting our industry the same way they are impacting other media – the continued fallout from declines in the housing market clearly affects real estate, recruitment and retail advertising. Newspaper companies continue to take aggressive measures to prepare for the future during a period of economic challenges for the industry.”

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