AD SPENDING JUMPED IN FOURTH QUARTER 1999

By: Staff Reports Newspaper Association of America Releases Data


Newspaper advertising expenditures totaled $13.4 billion in the fourth quarter of 1999,
reported the Newspaper Association of America yesterday.


Advertising overall increased 5.8% over the previous year's fourth quarter results while
national advertising jumped significantly in the fourth quarter with a 22.5% increase
reaching $1.8 billion. Retail advertising grew 2.4% to $6.1 billion and classified was up
5% to $5.5 billion.


National advertising rose 17.7% to $6.7 billion for all of 1999, the largest percentage
increase in this category since 1976.


'The gain by national advertising this year, the biggest in nrealy a quarter century,
demonstrates the recognition by both the traditional and the new dot-com advertisers of
the strength of the newspaper franchise,' said NAA President and CEO John F. Sturm.



In other areas, retail grew 2.8% to $20.9 billion in 1999 and classified gained 4.3% for a
total of $18.6 billion. Total advertising spending in newspapers for 1999 was $46.3 billion,
an increase of 5.4%.


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