As each day passes, we’re presented with new information that documents the decline of traditional media in favor of online counterparts and new media competitors. It seems that newspapers are among the hardest hit with circulation and print advertising down - forcing layoffs across the country.

The Newspaper Association of America (NAA) recently released a study showing newspaper Web sites attracted an average of about 66 million unique visitors in the first quarter, up about 12 percent over the same period a year ago.

The problem for publishers has been turning that online traffic growth into revenues. Online advertising at newspapers grew 18.8 percent last year, according to NAA figures, but that wasn’t enough to offset a 9.4 percent decline in print advertising. Total newspaper advertising last year, print and online, declined 7.9 percent.

Is Social Media to blame for the erosion in traditional media consumption and advertising revenues? Is the appeal of participating in news and relevant stories or the prospect of content creation more attractive to the thin attention span of today’s Web-savvy consumer?

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