McClatchy Co., the third largest newspaper publisher in the United States, on Monday announced its total revenue slid 19.4 percent in November on weakening advertising sales, the Associated Press reported.

Ad revenue plummeted 22.4 percent compared to the same period last year. Print ad declines were only partially compensated by a 7.5 percent increase in online ad revenue.

"The economic downturn continues to hurt consumer confidence and as a result negatively impacts advertisers in the local markets we serve," said Pat Talamantes, Chief Financial Officer, in a statement.

Classified revenue was down 36.1 percent in November, due to a huge decline in auto, real estate and employment sales. Circulation revenue decreased 2 percent, according to the AP article posted on Portfolio.

In addition, revenue year-to-date has dropped 15.9 percent, while ad sales fell 17.8 percent. Online advertising was only one a few bridge spots, with 10.6 percent growth so far this year.

According to a report last week, the publisher has sought potential buyers for the The Miami Herald. McClatchy was said to be "courting potential buyers to unload one of its largest assets as it struggles with debt and advertising losses," according to the AP article. However, the company refused to comment on any potential sale of the Herald.

Expert newspaper designer Mario Garcia stated on his blog that if he could purchase The Miami Herald "I would not think about it twice, then I would do the following:

1. Convert it to a compact. A large majority of Miami residents are Latins, who love the smaller-size newspapers.
2. I would make it look and read less like a newspaper from Detroit or Columbus, and concoct a cocktail part cosmo part mojito -- with extra sugar added. Make the headlines bolder and bigger. Use more photos, both big and small, and show the people who live there more, especially the young ones, of which there are many.
3. I would take a good look at newspapers such as Folha de Sao Paulo and O Povo (Brazil), Clarin (Argentina), El Pais and Marca (Spain), to get ideas about color and story presentation.
4. I would insist that the advertising department dare be more experimental with ad positioning.
5. I would add young Miami columnists who know the city well, and who can do sort of daily blogs of all that is good and interesting and happening there.
6. I would be aware that to many in the larger Miami area, English is not their first language. I would make attempts to make the newspaper very pictorial, seeking to provide avenues for these new Americans to find their Miami Herald as helpful as I did almost five decades ago."

To read Garcia's entire blog entry, visit Garciamedia.com.