Southeast Michigan business owners are expected to spend $79 million on newspaper advertising in 2020. This will be 41% fewer dollars than were spent in 2019, according to a study by Borrell Associates, a company that analyzes local media expenditures across the country.
Of course, the pandemic is part of the reason advertising revenues have plummeted at Metro Detroit newspapers. But, the more significant factor is the sustained erosion of readership.
For example, between January 2018 and March 2019, the Monday-Saturday circulation of the Detroit Free Press has decreased by 34%. The Sunday edition suffered a 28% decrease.
Among all advertising media available to small business owners, newspaper's ability to reach adult consumers now lags significantly behind Detroit radio, cable, broadcast TV, and social media.