By: Joe Nicholson Despite Slowdown, Newspapers Saw Increased Spending
Newspapers rang up a respectable 4.1% advance in advertising expenditures for
the fourth quarter of last year, according to preliminary estimates from the
Newspaper Association of America (NAA).
Retail advertising, year over year, rebounded from an anemic 0.7% third-quarter
gain to a more-tolerable 2.9% fourth-quarter gain - and a spending total of
$6.3 billion for the quarter. The other two ad categories did even better in the
fourth quarter. National was up 8% to $1.9 billion; classified was up 4% to $5.7
billion.
"Despite the sharp slowdown in the economy during the final quarter of the year,
advertisers continued to demonstrate that newspapers remain the mainstay of
their marketing plans by increasing their advertising investment in our medium,"
said Jim Conaghan, NAA vice president/market and business analysis.
The full-year totals for 2000 showed newspaper ad spending up 5.1% to $48.7
billion. National soared 13.7% to $7.7 billion; classified increased 5.1% to
$19.6 billion; and retail edged ahead 2.4% to $21.4 billion.
NAA President and CEO John F. Sturm said, "While some media are seeing slowdowns
in ad spending, these numbers show respectable increases across the board for
newspapers last year, particularly in national, which faced tough comparisons
from the previous year."
Joe Nicholson (jnicholson@editorandpublisher.com) is an associate editor covering marketing and advertising for E&P.
Copyright 2001, Editor & Publisher.
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