GROUP SAYS PAPER AD REVENUES UP IN 1996
By Adnews Staff
Total newspaper advertising revenue grew by 5.8% in 1996, as compared to 1995, according to the Newspaper Association of America. Based in Vienna, Virginia, the association is a nonprofit organization, representing over 1,600 papers in the U.S. and Canada. Total advertising revenue grew to over $38-billion, a $2-billion increase over 1995's total of $36-billion. The 5.8% figure was reached by looking at growth in three newspaper advertising categories. Classified advertising rose 9.93%, national advertising jumped 10.08% and retail advertising posted the smallest gain at 1.63%. The NAA focuses on five areas affecting the newspaper industry. These are marketing, public policy, diversity, industry development and newspaper operations.