Tracking the effect of advertising expenditures on paper use, Solutions!, April 2004, Vol. 87(4) (78KB)
INSIDE THE NUMBERS
Advertising expenditures in the United States increased by nearly US$ 100 billion during 1994–2003 with an estimate for 2003 of US$ 248 billion. Today, print media accounts for 30% of the total expenditure. Within print media, advertising in newspapers and direct mail is the biggest item. Both are at US$ 45 billion—identical to broadcast television. Newspaper and broadcast television advertising expenditures have developed at the same rate. Both have lost market share to cable television, radio, and the Internet. Direct mail is a steady performer. Magazines and yellow pages have lost market share to other areas. The future outlook is positive. Expert estimates for 2004 growth in ad expenditures range from 3% to 6.5%. The key driver is a surging economy reinforced by political advertising and the Olympics. The Hispanic media is also a large growth driver.
Tracking the effect of advertising expenditures on paper use, Solutions!, April 2004, Vol. 87(4) (78
