Growth Predicted For Regional Papers

Research advisor to the Advertising Association, Mike Waterson, told a Newspaper Society conference in Edinburgh yesterday that he believed newspaper advertising levels are set for major growth in the next two years, with very considerable increases in the next decade.

He pointed out that :

• Television advertising has grown rapidly in the past year, showing growth of 5%. He predicts that regional advertising will be next to reap the benefits of an economy emerging from recession
• In 1990 regional newspapers took 22% of all main media expenditure, compared with 24% in 1960. This market share decline translates into ‘real’ growth in regional newspaper ad revenues from £579m in 1960 to £1,286m in 1990. If the sector manages this level of real growth there is no need to worry about future developments
• Britain’s regional press accounted for £1,638m in revenue in 1991 and £1,639m last year. The sector is expected to attract £1,703m during 1993 and £1,858 in 1994

Newspaper Society: 071 636 7014