Print ad spend down dramatically in Q4 2007

The Wall Street Journal reported Friday that

Advertising expenditures at newspapers and their online editions fell 10% in the fourth quarter despite a sharp increase in online ad buys, suggesting that the industry remains troubled by a shift away from print readership and a sputtering U.S. economy.

Isn't it fascinating that the writer concludes that "the industry remains troubled by a shift away from print readership."

I have to say, if the industry is troubled by a shift away from print readership, that industry is in big big trouble indeed.

Who didn't conclude a long time ago that print readership would die?  It's just too easy, and the technology makes it too pleasant, to do most of our reading on devices with electronic displays.  Some of us see the inevitable, and press the "recalc" button on how we look at the world.  Others continue writing from the point of view that this invevitability is a "troubling shift."

Luddites!  Ah well.  I'd like  to spend a day in a strategy session at WSJ.  My guess is they haven't embraced the principles of "Marketing Unbound.";-)