Newspaper Ad Spending Up 4.3% In Q3
National advertising continued to surge in the third quarter, with a gain of 14.5%, reaching $1.9 billion. Third-quarter numbers show retail up 0.7% to $5.1 billion and classified up 4.8% to $4.8 billion.
For the first nine months of 2000, national increased 15.8% to $5.7 billion, retail grew 2.2% to $15.1 billion and classified gained 5.6% to $13.9 billion. Total advertising spending in newspapers for the first nine months was $34.7 billion, an increase of 5.6%.
"These numbers are right in line with what we were expecting as the economy cooled a little," said NAA President and CEO John F. Sturm. "National continues to be our star performer, reflecting a long-term growth in the category. Right now, our business analysts' projections of growth in total newspaper ad spending for the year in the 5-to-6 percent range look to be right on target."
Within the classified category for the third quarter, recruitment advertising grew 7.9% over the same period last year to $2.1 billion, automotive gained 1% to $1.2 billion, real estate increased 2.8% to $782 million and all other classified increased 4.5% to $692 million.
"The slowdown in the overall economy during the third quarter was reflected in the softness in retail advertising and, to a lesser extent, the classified business," said NAA VP/Market and Business Analysis Jim Conaghan.