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NAA: Newspaper Advertising Expenditures Up in Fourth Quarter

Press release from the issuing company

Vienna, Va. – Newspaper advertising expenditures for the fourth quarter of 2002 totaled $12.8 billion, a 4.4 percent increase over the same period a year earlier, according to preliminary estimates from the Newspaper Association of America. Retail advertising spending rose 3.8 percent to $6.1 billion, national ad spending increased 12.4 percent to $1.9 billion and classified rose 2.2 percent to $4.8 billion. Within the classified category in the fourth quarter, real estate ad spending led the way with an increase of 6.9 percent to $1.1 billion. Automotive gained 5.7 percent to $1.7 billion, recruitment advertising dropped 9.1 percent to $1.2 billion and all other classifieds were up 7.6 percent to $784 million. “The fact that retail, national and classified advertising all showed gains in the fourth quarter bodes very well for the newspaper industry,” said NAA President and CEO John F. Sturm. “Advertisers continue to depend on newspapers to deliver their message. Whether it’s a large company reaching consumers with a branding campaign or an individual selling a used vehicle, they count on newspapers as an effective and cost effective medium.” Overall for the year 2002, retail advertising expenditures edged up 1.5 percent to $21 billion, national rose 2.9 percent to $7.2 billion and classified dropped 4.4 percent to $15.9 billion. Total 2002 ad spending in newspapers was $44.1 billion, down 0.5 percent from 2001. Within the 2002 classified category, automotive grew 5.5 percent to $5.2 billion, real estate increased 4.5 percent to $3.7 billion, recruitment declined 23.1 percent to $4.4 billion and all other classified gained 6.8 percent to $2.7 billion. “The slowly improving economy helped boost our results in the fourth quarter,” said NAA Vice President of Business Analysis and Research Jim Conaghan. “As business activity and consumer confidence gradually accelerate during 2003, it will secure the foundation of the advertising recovery.”