Archive for May 26th, 2010

First quarter of growth leaves some behind

Wednesday, May 26th, 2010

Local newspapers, local magazines and business-to-business magazines did not participate in the first increase in advertising spending since the first quarter of 2006, The New York Times reported Wednesday.  Those in print media that did benefit from the 5.1 percent growth in spending compared with the first quarter of 2009 included Sunday newspaper magazines, national newspapers and Spanish-language newspapers.

The ad tracking service, Kantar Media, a unit of WPP, reported the numbers Wednesday morning.

“Thirteen of the 19 types of media tracked by Kantar experienced spending gains in the first quarter, the company reported, ranging from 1.5 percent for Spanish-language magazines to 22 percent for spot television,” the NYT said. “Of the media in which ad spending declined, the decreases ranged from 0.4 percent for outdoor ads to 13.2 percent for syndicated national television.”

The increase shows that marketers are confident that the recession is ending, the report says. The bulk of the spending is attributed to big corporations, including Procter & Gamble, up 17.7 percent; AT&T, up 26.7 percent; and General Motors, up 28.5 percent.