Newspapers
continued to see impressive growth in 2000. Advertising spending
finished the year up 5.1% over 1999. Coupled with circulation
spending, newspapers are a $59 billion industry.
• Over half of all adults (53.5%) in the top 50 U.S. markets
read a daily newspaper, and nearly two-thirds (63.8%) read one
on Sunday, according to the Spring 2001 Competitive Media Index.
• Newspaper advertising expenditures for 2000 totaled $48.7
billion, an increase of 5.1% over 1999.
• Retail ad spending was $21.4 billion, an increase of 2.4%.
Classified expenditures grew to $19.6 billion, an increase of
5.1%, and national hit $7.7 billion, for a gain of 13.7%.
• Newspapers’ share of $48.7 billion of advertising spending
gave the industry an estimated 21% of all ad expenditures in
2000.
• Nationally, over 55 million newspapers are sold daily, with
an average of 2.2 readers per copy. And on Sunday, over 59 million
newspapers are sold with an average of 2.4 readers per copy.
• More than 1,200 newspapers in the U.S. have sites on the World
Wide Web. NAA operates a site that links to most of them at
www.newspaperlinks.com.
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• Data
from a recent survey of 37,000 U.S. adults indicate that 85%
of them still read a daily newspaper.
• Results of a 2000 NAA study of changing American media usage
habits show that newspapers are more highly rated than TV,
radio, magazines or the Internet for credibility, ease of
use and depth/seriousness of purpose. Additionally, newspapers’
overall credibility rating rose 5% from a similar 1997 survey.
• Over three-quarters (78%) cited daily or Sunday newspapers
as the one source relied upon most for employment and job
opportunities. The Internet is a distant second at 10%.
• Consumer satisfaction with newspaper employment ads was
rated at 68%, compared with 58% for the Internet, the next
highest rated medium in that category.
• Seventy-three percent identified newspapers as the main
source for advertising information related to used cars and
59% cited newspapers as the main source when shopping for
a new car.
• Newspapers are the main source for advertising information
on new and existing homes for 72% of survey respondents.
For
a calendar of NAA Conferences and events, see page 38
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