Next were the national retailers. Some, years ago, notably Walmart, opted for direct mail only rather than inserts. For page-based, or ROP advertising, company websites became first a supplement to, then more and more a replacement for, the newspaper. Social media accelerated that trend.
And now, even with an economic recovery of some sort, national advertisers are in no hurry to come back. And why should they? Between house websites, social media and Google searches, they have a presence, and will focus more on beating competitors on visibility, branding, etc., there.
That's not just retailers, but individual brands, etc. Especially for service companies, it's a no-brainer.
Not a surprise, overall, from personal knowledge though the amount of decline is, as it looks like local businesses are going to slash newspaper advertising in years ahead.
Next? As recovery stays slow, look for more state governments to change laws about public notice legal advertising in newspapers.