Strong national, weak retail and classified

According to the Newspaper Association of America, ad spending inched up 1.5% to $10.9 billion in the third quarter of 2003, with continued strength in national advertising helping to offset the ongoing lag in recruitment spending. National ad spending gained 8.2% rising to $1.9 billion, while retail gained only 0.8% or $5.1 billion. Classified declined by 0.5% to $3.8 billion, hurt by a 10.7% drop in help-wanted advertising. According to publishers interviewed by Portadatm, national advertising is also a strong category in print media for Spanish-speaking audiences. In a recent Portadatm survey of 25 Hispanic print media buyers, more than 60% of respondents expected Entertainment and Media, Food and Beverage, Drugs and Personal Care categories to grow by at least 5% within the next 12 months (see “Exclusive survey of print media buyers,” page 1, Portadatm No. 5 September/October 2003.).


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