Magazine article Editor & Publisher

Circulars Simply Super in September

Magazine article Editor & Publisher

Circulars Simply Super in September

Article excerpt

Ad linage in the Pre-printed Insert Index has been the most surefire growth engine for publishers this year, according to the E&P/Competitive Media Reporting newspaper advertising indices for September.

For the month, inserts rose by 13%, while national was up by 6%, retail was flat, and classified was down by 1%.

For the year to date, inserts rose 8%, while national was up 1%, classified was down 1%, and retail was down 5%.

THE SEPTEMBER E&P/CMR NEWSPAPER ADVERTISING INDICES

National ROP Index YTD 1%, SEP 6%

Powered by double-digit percentage boosts in the Airlines, Mail Order, Investments, and five other categories during September, compared with the same month a year earlier, the National ROP (Run-of-Press) Index moved into positive territory for the year to date for the first time since March. Clearly, the Corporate/Office/Other category didn't get the memo about the move.

Retail ROP Index YTD -5%, SEP 0%

Back-to-school business likely was a big reason for the significant September rise in the Office Supply Stores category, which is second only to the Computer Stores category as the Retail ROP Index's worst performer for the year to date. …

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