Magazine article Editor & Publisher

National ROP Ads Up 5 Percent in August

Magazine article Editor & Publisher

National ROP Ads Up 5 Percent in August

Article excerpt

National ROP rose 5 percent, while retail ROP fell 4 percent in August newspaper advertising linage, according to exclusive E&P/CMR monthly indices.

Pre-printed ad linage climbed 8 percent, and display classified ad linage was up 2 percent.

Among national ads, the biggest percentage increase was in food and household ads, up 34 percent; insurance ads declined 22 percen percetnt, the steepest percentage drop. Among retail ads, the biggest percentage increase was 105 percent in books and stationery stores; drug store ads declined 19 percent, the steepest percentage drop.

The August E&P/CMR Newspaper Advertising index

   NATIONAL

   YTD                      AUG

   CATEGORIES
                                 PCT.
                  PCT.

   Airlines

   -11                      - 5

   Auto Dealer Associations
          15                          6

   Banks/Credit Cards
                      6
            3

   Computers & Software
               9
   -5

   Corporate/Office/Other
            39
   21

   Factory Automotive
                     111
      16

   Food & Household
                      -2
            34

   Government/Political
               -7
   -18

   Hotels & Resorts
                        -2
            -1

   Insurance

-34                      -22

   Investments
                                 14
                     23

   Mail Order

12                         22

   Motion Pictures
                         -1
            - 5

   Travel & Tourism
                        5
              18

   Utilities & Communications
      6                            9

   NATIONAL ROP INDEX    YTD  8 percent          AUG 99 VS. AUG 98
5 percent

National ROP categories performed strongly again in August 1999, led by continued strong advertising linage in the Factory Automotive and Auto Dealer Associations categories. The Food & Household and Banks/Credit Cards categories gained momentum in August, reducing some of the previous year-to-date linage losses in these categories. Motion Pictures slipped again in August, after a strong linage performance in July.

   RETAIL

            YTD
   AUG

   CATEGORIES

   Apparel & Accessory Stores
      -10                          -13

   Auto Supply/Repair
                        -1
               -6

   Books & Stationery Stores
             37
105

   Building Materials
                           -6
                     5

   Computer Stores
                              23
                     28

   Consumer Electronics
                     -5
          -12

   Department Stores
                        -2
                -4

   Discount Stores
                                 3
                         -9

   Drug Stores

   - 45                          -19

   Food Stores

    8                                19

   Furniture & Accessories
                 0
       -8

   Jewelry Stores

   0                              -7

   Office Supply Stores
                         6
                -9

   Sporting Goods Stores
                      0
             -1

   RETAIL ROP INDEX         YTD  0 percent      AUG 99 VS. AUG 98
-4 percent

Retail ROP advertising linage slipped below last year's levels in August, but the year-to-date Index still remained relatively flat. The Department Stores and Discount Stores categories were down again in August, as well as the Consumer Electronics, Furniture & Accessories, and Office Supply Stores categories. The Computer Stores and Food Stores categories advanced their strong year-to-date linage performance. …

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