Newspaper advertising expenditures for the first quarter of 2000 totaled $10.8 billion, an increase of 5.7 percent over the same period last year, according to the Newspaper Association of America.
National advertising continued to surge in the first quarter, with a gain of 18.7 percent, reaching $1.8 billion, its largest quarterly percentage gain since 1983. First-quarter numbers show retail up 0.5 percent to $4.6 billion and classified up 6.7 percent to $4.4 billion (see attached table).
"The continuing and phenomenal growth in national advertising this year is a strong testimonial to advertisers' faith in the selling power and brand- building of newspapers," said NAA President and CEO John F. Sturm.
"Newspapers are working hard to become easier to do business with, and our progress is evidenced in these numbers."
Within the classified category in the first quarter, automotive was $1.1 billion, up 7.6 percent over the same time period last year; real-estate advertising dipped 4 percent to $667 million; recruitment grew 11.7 percent to $2 billion; and all other classified ads gained 1.7 percent to $556 million.
"The jump in recruitment advertising growth this quarter is another demonstration of this industry's strength," said NAA Vice President/Market and Business Analysis Jim Conaghan. "Despite speculation about the impact of the Internet in this volatile category, the printed newspaper continues to be the central marketplace for recruitment advertisers."
NAA is a nonprofit organization representing the $57 billion newspaper industry and more than 2,000 newspapers in the U.S. and Canada. Most NAA members are daily newspapers, accounting for 87 percent of the U.S. daily circulation. Headquartered in Tysons Corner (Vienna, Va.), the Association focuses on six key strategic priorities that affect the newspaper industry collectively: marketing, public policy, diversity, industry development, newspaper operations and readership. Information about NAA and the industry may also be found at the Association's World Wide Web site on the Internet (www.naa.org).
unknown, June 1, 2000, PRNewswire/ via NewsEdge Corporation
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