Magazine article Editor & Publisher

Inserts Dipped 10% in August

Magazine article Editor & Publisher

Inserts Dipped 10% in August

Article excerpt

Pre-printed inserts dropped 10%, retail ads dipped 7%, classified declined 2%, and national edged up 1% in August, compared with the same month a year earlier, according to ad linage totals in the exclusive E&P/ Competitive Media Report- ing monthly indices.

Central to the comparisons are the facts that there were five Sundays in August last year versus four Sundays in the month this year.

THE AUGUST E&P/CMR NEWSPAPER ADVERTISING INDICES

National ROP Index YTD 0% AUG 1%

The National ROP Index increased slightly in August, but continues to remain flat for the year to date. National ROP advertising linage in the Utilities and Communications and Government/Political categories showed significant increases in volume in August. However, the Motion Pictures and Banks/Credit Cards categories declined in the month compared to the same period last year.

Retail ROP Index YTD -4% AUG -7%

Retail run-of-paper advertising linage decreased significantly this August compared with the same month last year. …

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