Advertising still high

Press, 8 March 1984, Page 28

Advertising still high

PA Nelson Newspaper advertising volumes for the last calendar year were more than satisfactory considering the economy and increased competition in the advertising industry, according to Mr Brian Milnes, the executive director of the Newspaper Advertising Bureau.

In a report presented at the annual conference of the Newspaper Publishers Association, Mr Milnes said that the total advertising volume carried by daily newspapers last year was less than half of 1 per cent down on the record levels established in

1982. Greater retailing activity by national stores had contributed to the strength of newspaper advertising in the last 12 months. Many of these large advertisers had increased their newspaper advertising expenditure, while, at the same time, many had reduced television advertising expenditure.

While newspaper advertising volume had increased in all retail categories, industry statistics showed that during the 1983 calendar year reported television advertising expenditure fell for depart-

ment stores, furnishings stored, supermarkets, and television rentals and video outlets, the report said. ’ A number of other categories showed increases which were lower than measured increases in the costs of television advertising. The newspaper industry was confident that the pattern of competitive gains would be able to be maintained throughout the next 12 months, and that developments in multjmedia research and computerised booking and charging facilities would continue to fuel additional growth in the next few years.