Magazine article Editor & Publisher

Thanks for '90; Here's to '91

Magazine article Editor & Publisher

Thanks for '90; Here's to '91

Article excerpt

Thanks for '90; here's to '91

We at Editor & Publisher wish to thank all of our advertisers, subscribers, contributors and friends for their generous support during the year just past.

In what has been a difficult year for many newspapers in advertising and circulation, E&P has carried more advertising pages than in 1989 and our paid circulation figures have remained constant. We have continued to maintain a subscription "renewal rate" of better than 70% and our "bottom line" has been considerably better than in '89.

These are rewarding figures in the light of what has been happening in our industry and the introduction of some new monthly publications that contend they "compete" with us.

As for the newspaper industry, it is difficult to draw a chart for the "average" newspaper. Some of them, and some newspaper groups, have enough doom and gloom in their figures to share with others, as reported in this issue. There are also pockets of advertising and circulation increases that almost defy attempts to explain the national picture.

The Newspaper Advertising Bureau used to have a slogan that "All Business Is Local." The late Red Motley used to say "nothing happens until someone sells something." They are still truisms. Put them together and you have the strength of newspapers.

Not all the advertising statistics were down for the year 1990. It is just that they were not up as much as newspapers have become used to. Robert J. Coen, senior vice president and forecasting director for McCann-Erickson, has predicted mostly bad news for newspapers in the coming year, but: Local ad revenue for newspapers for 1990 was $28. …

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