Forecaster Jack Myers predicts newspaper ad spending will continue to decline by 2 to 4.5 percent per year, for the next three years, as mobile advertising more than doubles in 2008 to $1.1 billion. Ad spending in print is down as circs fall and readers move online. We recommend print in many campaigns, but coach clients to measure ad performance to keep a close read on what works and what doesn't. In many ad campaigns, there is a 10 to 1 ratio in cost per inquiry from various print ads in different pubs. CPM analysis is no longer enough -- marketers need to find ways to measure responses from each individual ad, given the importance of making print work in a declining readership market.
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