By: Lucia Moses
National Advertising Shoots Up
For alternative newsweeklies, it wasn’t always easy being free. But alternatives
continue to gain popularity with national advertisers, the latest numbers confirm.
Sales in the Alternative Weekly Network (AWN), a sales cooperative representing 80%
of the nation’s alternatives, including The Village Voice and LA Weekly, jumped 34%
to $27.1 million in 1999 as advertisers spent more to build awareness with their
young, affluent readers.
The AWN has been on a growth spurt since it spun off from the Association of
Alternative Newsweeklies in 1995. Gross billings shot up 50% in 1998 and 111% the
year before, for example.
The group benefited, as did mainstream newspapers, from the bumper crop of dot-com
advertising in 1999. Other strong categories were broadcast media companies such as
HBO and Fox, telecommunications, and apparel.
Lucia Moses (firstname.lastname@example.org) is associate editor for
Editor & Publisher magazine.
(c) Copyright 2000, Editor & Publisher