NAA Says Newspaper 2Q Ad Spending Down

Share this content:
Newspaper ad spending during the second quarter of 2002 fell 1.8 percent to $10.9 billion compared with the same period last year, according to the Newspaper Association of America.


Retail ad spending in newspapers decreased 0.1 percent in the second quarter to $5.25 billion compared with the same period last year, according to a report published yesterday by the organization. Also, national ad spending for the quarter dropped 1.7 percent to $1.8 billion, the NAA said.


Second-quarter comparisons also revealed that classified ad spending dipped 4.1 percent to $3.8 billion, mainly from a severe drop in help wanted ads, according to the report.


The report's lone bright spots were automotive classifieds and real estate classified ad spending. Automotive for the second quarter reportedly rose 6.3 percent to $1.2 billion. Also, real estate reportedly was up 6 percent to $829 million.


Help wanted ad spending for the quarter, however, dropped 20.9 percent to $1.1 billion compared with second-quarter 2001. Spending on all other classifieds, excluding automotive, real estate and help wanted, rose 2.7 percent for second-quarter 2002 to $669 million, according to the NAA.


Meanwhile, retail ad spending for the first half of 2002 was down 0.5 percent to $9.8 billion compared with the first half of 2001, the NAA said. National ad spending for the first half of 2002 decreased 2.6 percent to $3.5 billion, and classified ad spending for the first half of 2002 fell 8.9 percent to $7.3 billion.


Total ad spending in newspapers for the first six months of 2002 was $20.6 billion, down 4 percent from the same period last year, the NAA reported.


Also for the first half of 2002, automotive classified ad spending grew 5.5 percent to $2.3 billion, real estate classified ad spending increased 4.5 percent to $1.6 billion and help wanted classified ad spending was down 30.4 percent to $2.2 billion. All other classified ad spending in the first half of 2002, excluding automotive, real estate and help wanted, gained 4.4 percent over the same period in 2001 to $1.2 billion, the NAA reported.


The NAA, Vienna, VA, is a nonprofit representing 2,000 newspapers in the United States and Canada. It claims its membership accounts for 87 percent of daily U.S. newspaper circulation.


Loading links....
close

Next Article in Agency

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here