Continued growth in newspaper advertising

Press, 3 June 1981, Page 25

Continued growth in newspaper advertising

"The newspaper industry continues to experience major growth in national advertising volume,” reports Mr Brian Milnes, executive director of the Newspaper Advertising Bureau. “National advertising volume for the period JanuaryApril 1981 showed an increase of 14.7 per cent over the same period last year, said Mr Milnes. “This trend is particularly encouraging as it follows increases in national advertising volume for the last three years and it confirms the continuation of a new interest in newspapers as a major national advertising medium,” he said. “The increase for 1981 was recorded in both metropolitan and provincial newspapers. “The major contributor to the increase was made by advertising from the food and household product sector. This category has traditionally been regarded as exclusive property of television,” said Mr Milnes. "Many

advertisers are finding that a press/television mix is performing more effectively for them in a marketplace' plagued by cost increases and volatile audience levels. “When cost increases are applied to the increase it would appear that the measured. value of national advertising in newspapers will increase by more than 30 per cent during 1981.”