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.


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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