As media becomes more and more expensive, advertisers resort to some very predictable tactics- reduce the number of publications in the plan, reduce the number of insertions or simply reduce the size of the ad. These trends come out very well from an analysis accomplished by TAM ADEX on Print Revenue data for the last decade on top Newspapers and Magazines.
If we just focus on the size aspect mentioned above, the results are absolutely stunning! While so far publications have blamed TV for stealing revenues from Press, very few studies have shown the effects of reducing ad sizes in the overall decline in press revenues.
Consider this, if a Newspaper was getting a 100cc ad in 1995, he will perhaps get an ad lesser than 80cc today indicating a sharp 20% drop in ad sizes for Newspapers in the last 7 years!