US newspaper advertising expenditures for Q1 2002 totaled $9.7 billion, a decrease of 6.2%, according to preliminary estimates from the Newspaper Association of America (NAA).
The latest figures show a gradual improvement in several categories and a less severe decline from the previous quarter, when spending fell 11.9%, says the NAA’s statement.
Retail advertising fell by 0.8% in Q1 to $4.6 billion; national advertising was down 3.5% to $1.7 billion and classified advertising declined 13.6% to $3.5 billion.
| 2001 – 2002 Newspaper Advertising Expenditures |
| |
National |
Retail |
Classified |
Total |
| Q1 2002 |
$1.7 billion |
$4.6 billion |
$3.5 billion |
$9.7 billion |
| % Change |
(-3.5%) |
(-0.8%) |
(-13.6%) |
(-6.2%) |
| Q4 2001 |
$1.7 billion |
$5.9 billion |
$4.7 billion |
$12.3 billion |
| % Change |
(-10.7%) |
(-6.2%) |
(-18.5%) |
(-11.9%) |
| Total 2001 |
$7 billion |
$20.7 billion |
$16.6 billion |
$44.3 billion |
| % Change |
(-8.5%) |
(-3.4%) |
(-15.2%) |
(-9%) |
| Source: NAA, May 2002 |
“We are seeing sequential improvement in all our major advertising categories as the overall economy picks up,” said NAA vice president of Market and Business Analysis Jim Conaghan. “That is demonstrated by the fact that three of the four classified categories are now positive.”
