2001 Regional Newspaper Adspend Up 4.9%

Regional press display advertising expenditure increased by 4.9% year on year during 2001, according to encouraging figures released by the Newspaper Society. According to the figures, produced with AC Nielsen MMS, spend by the top 20 brands was up 19.3% year on year, and by the top 20 advertisers 7.3%.

The overall increase in advertising expenditure included a 14.3% gain in the Household Equipment category, which represents 12.2% of all revenue for the medium. The Household Appliances and Tobacco & Accessories categories also saw good year on year increases (28.7% and 40.7% respectively) while the biggest percentage decrease was in Online Shopping, which dropped over 50% year on year.

Among the top three advertisers were the Central Office of Information, which increased its spend year on year by 62.7% and British Telecom, whose expenditure was up 73.6%.

This positive news for regional press goes against the current industry trend of falling revenues, a trend, which, according to the IPA’s Bellwether report, is set to continue (see Bellwether Report Confirms Tough Q4 Measures). It also gives some credence to the argument that in tough times, belt-tightening measures can benefit the less costly media sectors.

Newspaper Society: 020 7636 7014 www.newspapersoc.org.uk

Recent Adspend stories from NewsLine: Saatchi: Ads Seen As “Immeasurable And Unpopular” UK Cinema Sees Record Revenue During 2001 Annual TV Market Round-Up – 2001

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