US Newspapers Emerge From Six Quarters Of Revenue Decline In Q3
US newspaper advertising expenditures for the third quarter of 2002 totaled $10.7 billion, a 1% rise year on year, according to preliminary estimates from the Newspaper Association of America (NAA). This ends six quarters of negative growth for the industry.
Within the classified category, automotive led the way with an increase of 5% to $1.2 billion. Real estate gained 1.6% to $944 million, recruitment advertising dropped 19.4% to $1.1 billion and the remainder rose 10.3% to $687 million.
“These numbers are encouraging and they are in line with what we were expecting as the economy begins to show signs of turning around,” said NAA president and CEO John F. Sturm. “The newspaper industry has held its ground through the advertising slump and should be well positioned to ride the upward trend.”
Year-to-date In the calendar year to September 2002, retail advertising expenditures edged up 0.6% to $14.9 billion, national slipped 0.1% to $5.3 billion and classified dropped 6.9% to $11.1 billion. Total ad spending in newspapers for the first nine months was $31.3 billion, down 2.3% on the same period in 2001.
| US NEWSPAPER ADVERTISING EXPENDITURES | ||||
| Retail | National | Classified | Total | |
| Q1 2002 | $4.6 billion | $1.7 billion | $3.5 billion | $9.7 billion |
| % Change | -0.8% | -3.5% | -13.6% | -6.2% |
| Q2 2002 | $5.2 billion | $1.8 billion | $3.8 billion | $10.9 billion |
| % Change | -0.1% | -1.7% | -4.1% | -1.8% |
| Q3 2002 | $5.1 billion | $1.7 billion | $3.9 billion | $10.7 billion |
| % Change | 2.7% | 5.2% | -2.9% | 1.0% |
| Jan-Sep 2002 | $14.9 billion | $5.3 billion | $11.1 billion | $31.3 billion |
| % Change | 0.6% | -0.1% | -6.9% | -2.3% |
| Source: NAA, November 2002 | ||||
