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High Fives The five-largest advertising categories (out of the 116 recognized by Competitive Media Reporting) accounted for 35 percent of all national ad spending in 1997’s first quarter, a relatively mild degree of concentration. The picture for individual media, though, can be quite different. Each medium has its own list of top-five spenders: No category-not even autos, the largest overall-is on every medium’s top-five list. Among newspaper advertisers, the top-five categories accounted for two-thirds of all revenue.
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