Community newspapers reported an average 12.4 percent advertising revenue decline in the second quarter of 2009, compared to a more than double national industry average decline of 29 percent for the same period.

Thirty-two community newspaper organizations with a total circulation of 12.55 million took part in the second quarter survey conducted by Suburban Newspapers of America and National Newspaper Association. The national advertising expenditure figure was reported by the Newspaper Association of America.

While participants in the SNA/NNA survey cited a slowdown of automotive and real estate activity, the majority also reported no staff reductions, while many launched new products.

Community newspapers’ second quarter results follow a 2.4 percent decline for the same period in 2008, according to the SNA/NNA survey last year. According to NAA, there was a 15 percent industry-wide decline in second quarter 2008.

During the nation’s economic twists and turns, community newspapers have continued to draw savvy investors and advertisers, as recognized in an April 28, 2009, Wall Street Journal story recounting the purchases of local publications by newspaper industry professionals.

“Once again, I think the figures make it apparent that the newspaper industry in general is taking a harder economic hit than the community newspapers,” said SNA President Nancy Lane. “They are investing in new products, making gains with major and national advertisers and preparing for an economic rebound. Community newspapers and their related online media certainly represent a welcome bright spot for the industry.”

Note about the reports: financial data was tracked for all products published except dailies over 100,000 (although most SNA and NNA members do not publish papers in this size range). Because of the wide variety of reporting procedures, only total advertising was tracked. Category variances were explained in open-ended fields. The accounting firm of Dennis, Gartland & Niergarth handled the collection of data and the verification process.

For more information, contact Lane at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or 843-390-1531.