After six quarters of negative year-over-year comparisons, newspaper ad spending edged up 1% to $10.7 billion in the third quarter, according to the Newspaper Association of America’s preliminary estimates released Tuesday. On the down side, help-wanted woes continued to partly offset gains in other categories.
Help-wanted declined 19.4% to $1.1 billion, resulting in an overall classified decline of 2.9% to $3.9 billion.
All other categories showed gains, with retail up 2.7% to $5.1 billion and national up 5.2% to $1.7 billion.
Within classifieds, automotive rose 5% to $1.2 billion, real estate edged up 1.6% to $944 million, and all other classifieds increased 10.3% to $687 million.
For the first three quarters of 2002, total ad spending in newspapers declined 2.3% to $31.3 billion. Retail rose 0.6% to $14.9 billion, national declined 0.1% to $5.3 billion, and classified dropped 6.9% to $11.1 billion on a 27.2% fall in help-wanted.