Smallest Decline is in Retail Ad Spending |
| Newspaper advertising expenditures for the
second quarter of 2001 totaled $11.1 billion, a decrease of 8.4 percent over the same
period last year, according to preliminary estimates from the Newspaper Association of
America. Total newspaper advertising had its highest increase in the second quarter last
year, when it was up 6.8 percent. Retail advertising showed the smallest decline in the second quarter, off 2.2 percent to $5.3 billion. National advertising was down 8.5 percent to $1.9 billion and classified advertising was down 15.5 percent to nearly $4 billion. "These numbers aren’t a big surprise given the current economy," said NAA President and CEO John F. Sturm. "As advertising is being cut across all media, the use of newspapers as brand-building vehicles is more important and cost-effective than ever." Within classifieds in the second quarter, real estate continued to see an increase while automotive and all other classifieds saw a decline. For the first half of the year, real estate increased 9.7 percent, but automotive, recruitment and all other classifieds saw declines |
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