Magazine article Editor & Publisher

Retail Ads Sank 15% in February

Magazine article Editor & Publisher

Retail Ads Sank 15% in February

Article excerpt

Retail ads dropped 15%, classified declined 4%, national was flat, and inserts advanced 2% in February, compared with the same month a year earlier, according to ad linage totals in the exclusive E&P/Competitive Media Reporting monthly indices.

In year-to-date totals, all four category indices are running behind, with retail down 18%, classified down 7%, national down 6%, and inserts down 3%.

THE FEBRUARY E&P/CMR NEWSPAPER ADVERTISING INDICES

National ROP Index YTD -6%, FEB 0%

The Corporate/Office/Other, Computers & Software, Factory Automotive, and Auto Dealer Associations categories improved significantly for the month, compared with the same month last year. However, most of the remaining categories declined in the month from last year, perhaps because February 2000 had an extra day due to leap year. Overall, the National ROP Index was flat for the month.

Retail ROP Index YTD -18%, FEB -15%

Overall, the Retail ROP Index declined significantly for February, compared with the same month last year. …

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