Wal-Mart Ad Blitz Can Help Newspaper Biz into 2004, Deutsche Bank Says

Posted Friday, December 3, 2004 12:00 am

By: E&P Staff Wal-Mart's marketing blitz takes off today with newspaper ROP advertising planned for 15 major markets, according to a note released late yesterday by Deutsche Bank.

The investment firm believes that newspaper companies can benefit from this upshot into the next year. Though admitting the outlook is a tad optimistic, the firm estimates that if Wal-Mart spends only 1% of its sales on advertising in the upcoming year, thus, doubling its allocation to newspapers to 10% it could add roughly $200 million to the industry. Keep in mind that in 2003, Wal-Mart spent only $15 million in newspapers.

Analyst Paul Ginocchio surmises that Gannett and Knight Ridder are the companies best positioned to receive some of Wal-Mart's good will this season.

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Wal-Mart Ad Blitz Can Help Newspaper Biz into 2004, Deutsche Bank Says

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