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Paper Gains Newspaper advertising, though up in absolute dollars, commands a steadily shrinking wedge of the media pie, according to Zenith Media’s Advertising Expenditure Forecasts, and this slice will likely shrink further. That’s the case in the U.S. and, partly because the U.S. accounts for 43 percent of the world’s ad spending, globally as well. There are, though, 10 countries (out of the 47 covered in the report) where newspapers’ share is projected to be rising.
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