The print advertising market, which still remains the lifeblood of income for most publishers on the path to digital sustainability, has been down unprecedented levels of as much as 30% in some weeks over the past six months. Most of the UK’s top 10 newspaper advertisers have stripped their budgets: the biggest, Sky, has cut its spend by 20% in the first nine months, according to unofficial figures. Second ranked BT has lopped 18% off its national newspaper ad budget so far, Asda is down 47% and the once ever-reliable Tesco is down 39%.