National Titles Prosper as US Newspaper Adspend Creeps Up

15 August 2003

Ad revenue growth at America’s newspapers slowed slightly in the second quarter despite a double-digit leap among national titles.

According to the Newspaper Association of America, adspend for Q2 stood at $11.1 billion (€9.8bn; £6.9bn), a 1.6% year-on-year rise – albeit down slightly on the first quarter’s 1.8% increase.

Nearly half the Q2 advertising came from retailers, who raised newspaper spend by 1.7% to $5.3bn. Classified revenues, however, dipped 3.9% to $3.6bn, hit by a 15% decline in recruitment ads.

The overall growth in newspaper spend is being driven by national titles. Ad revenues in this sector surged 12.8% to $2.1bn.

“Advertisers are rediscovering the effectiveness of newspapers as a highly effective national advertising platform, and this strong second quarter growth continues that trend,” explained NAA president/ceo John F Sturm.

For the first half as a whole, adspend rose 1.7% year-on-year to $20.9bn as retail advertising climbed 2.1%. National papers took in $3.8bn, a leap of 8.4%.

Data sourced from: Newspaper Association of America; additional content by WARC staff