Media Outlook: Newspapers - Pressing ahead

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National growing, retail picking up, while classified remains a question.

A tepid performance for newspaper advertising in 2003 leaves analysts cautiously optimistic that 2004 will be better. But, they warn, it all depends on whether the economy picks up steam as expected. Total ad spending in newspapers for the first six months of 2003 rose 1.7 percent compared with the same period a year ago, according to the Newspaper Association of America, a trade group. Industry experts say that uptick could signal a strengthening trend that will continue through 2004, following a dismal ad slump that began in 2001.

“We’re seeing some signs of renewed vigor,” says Robert Broadwater, managing director for merchant bankers Veronis Suhler Stevenson.



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