The November E&P/CMR Newspaper Advertising Indices

Editor & Publisher, January 24, 2000 | Go to article overview

The November E&P/CMR Newspaper Advertising Indices


National advertising grows 3%

National advertising advanced 3% in November, but the reduced number of Sundays in the month & four compared with five Sundays in November 1998 & skewed comparisons between the two years. With a disproportionate amount of advertising appearing on Sundays, classified declined 2%, retail declined 6%, and inserts declined 7%, according to exclusive E&P/Competitive Media Reporting ad linage indices for November.

Despite one less Sunday in the month, the November figures showed the computer stores category of retail advertising leaping 61% and the computer stores category of inserts jumping 26%.

The November E&P/CMR newspaper advertising indices

NATIONAL CATEGORIES   YTD   NOV

Airlines   -10%   -15%
Auto Dealer Associations   7%   -7%
Banks/Credit Cards   -2%   16%
Computers & Software   1%   -20%
Corporate/Office/Other   29%   43%
Factory Automotive   92%   25%
Food & Household   -5%   -31%
Government/Political   -6%   -5%
Hotels & Resorts   0%   -9%
Insurance   -15%   21%
Investments   23%   72%
Mail Order   15%   33%
Motion Pictures   -1%   -12%
Travel & Tourism   6%   -19%
Utilities & Communications   9%   26%

RETAIL CATEGORIES YTD NOV

Apparel & Accessory Stores   -9%   -14%
Auto Supply/Repair   -4%   -27%
Books & Stationery Stores   24%   -7%
Building Materials   -7%   -8%
Computer Stores   33%   61%
Consumer Electronics   -7%   -13%
Department Stores   -2%   -6%      Discount Stores   -1%   -16%
Drug Stores   -41%   -10%
Food Stores   7%   -8%
Furniture & Accessories   0%   -6%
Jewelry Stores   3%   5%
Office Supply Stores   0%   -23%
Sporting Goods Stores   -2%   -12%

Due to comparing four Sundays in November 1999 with five Sundays in November 1998, the November 1999 inches may represent lower volume than their comparable November 1998 inches. The effects of this are evident in the Hotels & Resorts and Travel & Tourism categories, which are traditionally Sunday-dominant categories. The year-to-date advertising linage represents the same 48 Sundays year over year.

Many of the Retail ROP categories were negatively affected by the comparison of four Sundays in November 1999 to five Sundays in November 1998. This was clearly evident in the Consumer Electronics, Department Stores, Discount Stores, Office Supply Stores, and Sporting Goods Stores categories. Despite having one fewer Sunday in November this year, the Computer Stores category continued to post strong advertising linage.

NATIONAL ROP INDEX
YTD  8%
nov 99 VS. nov 98      3%
RETAIL ROP INDEX
YTD  -1%
nov 99 VS. nov 98       -6%

NATIONAL ROP ADVERTISING INDEX
JAN    FEB    MAR    APR    MAY    JUN    JUL    AUG    SEP    OCT    NOV
DEC
1998
100.00   103.84   122.36   113.09   122.75   108.56
   95.48   105.32   106.19   120. … 

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