According to preliminary estimates from the Newspaper Association of America, newspaper advertising expenditures for the second quarter of 2001 totaled $11.1 billion, a decrease of 8.4% over the same period last year. Retail advertising was only off 2.2%, while national advertising was down 8.5% and classified advertising was down 15.5%. Total advertising in newspapers for the first six months was $21.4 billion, down 6.5% from the same period last year.
The report states that in the second quarter, real estate gained 8.0%, while up 9.7% for the first half. Also in the first half, automotive declined 4.8%, recruitment dropped 25.3%, and all other classified slipped 6.2%.
Jim Conaghan, NAA Vice President of Market and Business Analysis, said "We're seeing the downside of having been so successful in attracting recruitment advertising into our medium in recent years. Overall… in the second half of this year… we can expect some improvement."
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