United States yearbook - 1982 (1)

5 6 8 Communications
No. 9 6 7 . N e w s p a p e r A d v e r t i s i n g — E x p e n d i t u r e s f o r 6 4 C i t i e s : 1 9 5 7 t o 1 9 8 1
[In millions of dollars. Based on stratified random sample of 64 cities of different size, including suburban and centred city
newspapers]
TYPE OF ADVERTISING 1957 1970 1974 1975 1976 1977 1976 1 9 7 9 1980 1981
Total....................................................... 1,611 3,120 3,945 4,117 5,352 5,6 9 6 6 ,6 6 6 7,6 4 1 8,186 9,675
Automotive.................................................... 63 93 109 93 127 145 151 1 9 6 182 226
Classified....................................................... 313 724 967 982 1,342 1,522 1,892 2 ,1 7 9 2 ,1 9 6 2,515
Financial....................................................... 42 117 135 131 148 147 203 2 4 4 297 387
General......................................................... 326 426 514 547 731 752 827 9 8 2 1,122 1,380
Retail................... ........................................ 866 1,759 2,120 2,364 3,0 0 5 3 ,1 2 9 3 ,5 9 3 4 ,0 4 0 4,339 5 .0 3 3
Source: Compiled by Media Records, Inc. Current date In U.S. Bureau of Economic Analysis, S u rv e y o f C u rre n t B u s in e s s ,
monthly.
No. 9 6 8 . N e w s p a p e r A d v e r t i s i n g — E x p e n d i t u r e s f o r N a t i o n a l A d v e r t i s i n g , b y T y p e o f
P r o d u c t : 1 9 7 5 t o 1 9 8 1
[In millions of dollars. Data are compiled on basis of actual space measurements of bulk of national advertising carried by
weekday and Sunday newspapers. Excludes production costs]
TYPE OF PRODUCT
1976 1979 1980 1981 TYPE OF PRODUCT 1975 1979 1980 1961
Total.........................
Alcoholic beverages............
Liquors............................
Amusements......................
Automotive..........................
New passenger cars.......
Cameras, photo supplies
and services...................
Educational.........................
Farm and garden...,............
Foods........ ....................... .
Franchise offers.,.._______
Help wanted...,...................
Home heat, and equipment.
Hotels and resorts.............
Household furniture and
furnishings.....................
Household supplies...........
H8ehld. equip, and appli__
1,142.1 1,950.4 2,184.1 2,556.3 In d u s tria l........................................... 13.9 29.0 40.7 57.2
72.2 89.2 102.9 95.0 Jew elry, w atches, s ilv e rw a re .... 3.2 6.1 8.1 8.8
64.2 75.2 86.5 80.0 M ail o rd e r......................................... 41.9 54.4 60.6 73.0
6.2 12.6 11.8 12.6 M edical products, d ru g s ............. 12.9 20.4 22.9 24.0
175.7 336.9 313.1 369.4 P ets and pet s u p p lie s .................. 8.4 9.2 8.9 8.9
129.6 248.7 226.2 281.1 P o litic a l.............................................. 5.2 6.3 26.7 10.0
P rofessional and s e r v ic e s '....... 5.6 6.4 9.0 11.7
10.0 13.2 14.9 16.5 Public service utilities and
10.0 20.8 24 5 28.5 19.2 37.6 50.6 5 6 5
18.5 27.0 29.7 29.5 83.4 154.9 177.7 197.7
Books’............. 21.9 32.2 32.8 38.3
131.1 167.5 166.3 179.4 Radio and TV.... 48.4 102.9 122.4
3.0 5.3 5.3 8.8 11.0 16.5
132.7
21 n
10.3 55.2 58.7 68.6 Sporting equipment3 6.9 6.9 7.6 13.5
2.9 8.0 13.3 14.6 Tobacco.............. 148.1 293.7 313.8 391.3
44.1 67.9 78.3 105.1 Toiletries, toilet goods............. 16.1 27.9 30.9 32.5
Transportation----- 154.7 235.5 296.8 369.2
7.4 9.9 13.1 13.4 1 4 7 .6 186.6 226.1
36.6 41.8 40.1 Wearing apparel... 20.2 31.2 31.4 40.3
30.4 46.7 53.0 67.6 All other.............. 26.9 87.4 118.9 154.0
1Includes associations (American Medical, etc.), art galleries, ad agencies own advertising, research firms, etc.
other media not shown separately. 9 Includes leisure time equipment.
Source: Media Records, Inc., New York, N.Y., M a rk e tin g a n d M e d ia D e c is io n s , June 1982.
* Includes
No. 9 6 9 . M a g a z i n e A d v e r t i s i n g — E x p e n d i t u r e s , b y P r o d u c t : 1 9 7 0 t o 1 9 8 1
[In millions of dollar* except percent Space cost based on onetime rate; special rates used where applicable. Year-to-year
data not strictly comparable, as a few minor publications are added or deleted]
TYPE OF PRODUCTION 1970 1975 1978 1979 1980 1981
PERCENT
DISTRIBUTION
1970 1975 1981
Expenditures....................................................... 1,161 1,336 2,374 2,671 2,846 3,223 100.0 100.0 100.0
Apparel, footwear, and accessories'...... ........................ 51 47 86 92 112 141 4.3 3.5 4.4
Automotive, Inch accessories and equipment' ................ . 95 102 228 224 229 290 8.0 7.6 9.0
Beer, wine, and liquor.................................................... 98 101 193 236 239 251 8.3 7.6 7.8
Consumer services 1a...... 74 102 147 172 190 206 6.3 7.8 6.4
Drugs and remedies........ 38 34 57 71 86 88 3.2 2.5 2.7
Food and food products... 86 87 174 186 199 213 7.3 6.5 6.6
Household equipment and supplies1.............................. 33 25 63 67 65 82 2.8 1.9 2.5
Household furnishings'...
38 31 85 64 73 83 3.2 2.3 2.6
Industrial materials1........
44 34 68 70 71 67 3.7 2.6 2.1
Insurance....................... 26 22 45 53 56 56 2.2 1.7 1.7
Radios, TV's, phonos, musical instruments3................... 38 35 76 80 84 108 3.2 2.6 3.4
Smoking materials.......... 65 144 205 281 290 314 5.5 10.8 9.7
Toiletries and toilet goods ‘........................... ................ 119 106 163 198 2 0 6 2 8 0 10.1 7 .9 7.1
Travel, hotels, and resorts 60 65 98 110 123 137 4.2 4.9 4.3
All other (Incl, retail and/or direct-mail)......................... 326 4 0 2 696 767 831 9 5 4 27.6 30.1 29.6
'Due to classification changes, 1970, data not comparable with later years. 8includes business services. 3Includes
accessories.
Source: Magazine Publishers Association, Inc., New York, N.Y., from data compiled by Publishers Information Bureau. Inc.