Magazine article Editor & Publisher

Newspaper Ads Top $46 Billion, Eighth Consecutive Annual Record

Magazine article Editor & Publisher

Newspaper Ads Top $46 Billion, Eighth Consecutive Annual Record

Article excerpt

Boosted by biggest jump in national ad category in 24 years

Newspaper advertising expenditures reached a record $46.3 billion in 1999, the eighth consecutive year of new highs. If that wasn't enough, the Newspaper Association of America (NAA) also reported that national advertising last year reached $6.7 billion - a 17.7% leap that represented the largest percentage increase for national advertising since 1976.

At a time when volatility has shaken the stock market, newspaper advertising has continued to climb unwaveringly upward.

Newspaper ad expenditures for the fourth quarter of 1999 totaled $13.4 billion, up 5.8% from the same period last year, according to the NAA.

The fourth-quarter total included $1.8 billion in national advertising, up an eye-opening 22.5%; $5.5 billion in classified advertising, up 5%; and $6.1 billion in retail advertising, up 2.4%.

"The gain by national advertising this year, the biggest in nearly 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.

The last time overall newspaper ad spending dipped was during the recession in 1991, when the total slid from $32.3 billion to $30.3 billion.

The ongoing advances fulfilled widespread predictions that the ad spending would continue to surge. For example, the 5.4% increase came close to the 6% advance predicted by media investment bank and brokerage Veronis, Suhler & Associates. …

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