|  Newspaper
Web Advertising Grows; Print Hangs In
According to preliminary
estimates from the Newspaper Association of America, advertising
expenditures for newspaper Web sites increased by 34.9 percent to
$613 million in the first quarter versus the same period a year
ago. Print and online expenditures together totaled $11.1 billion
for the first quarter of 2006, a 1.8 percent year-over-year increase.
Spending for print ads in newspapers totaled $10.5 billion, up 0.3
percent versus the same period a year earlier led by strong gains
in real estate advertising.
NAA President and CEO, John F. Sturm, said "Newspaper publishers
are winning on the Web and their efforts to attract visitors, build
leading Internet properties and monetize their online investments
are being recognized by advertisers and consumers - as shown by
a full two years worth of outstanding consecutive gains. Meanwhile,
newspaper print advertising continues to hold its own in the face
of overall ad softness, reflecting our industry's ongoing dialogue
with the advertising community to demonstrate the enduring value
of newspapers' reach and engagement with consumer audiences."
Among the print categories:
• Classified advertising
was up 4.7%
• Retail ad spending was down slightly by 1.0%
• National advertising was down by 4.8%
Within the print classified category,
• Real estate advertising climbed 26.3%
• Recruitment advertising
increased 2.4%
• Automotive was down 14.5%
• All other classifieds were up 11.9%
James Conaghan, NAA Vice President of Business Analysis & Research,
pointed out that "Real estate was particularly strong in what
is otherwise a seasonally soft quarter for print, as newspapers
continue to demonstrate local market leadership... (while) Internet
revenues... are beginning to gain more critical mass."
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