WORLD PRESS TRENDS - World Association of Newspapers

UNITED STATES OF AMERICA
ADVERTISING EXPENDITURE & ECONOMIC DATA
Main economic indicators 1995-2001
1995 1996 1997 1998 1999 2000 2001
Gross Domestic Product (US$ billion)
at current prices 7,401 7,813 8,318 8,782 9,274 9,825 10,082
% change 4.9 5.6 6.5 5.6 5.6 5.9 2.6
at 2001 prices 8,599 8,823 9,179 9,533 9,861 10,103 10,082
% change 2.1 2.6 4.0 3.9 3.4 2.5 -0.2
Gross Domestic Product per capita (US 000)
at current prices 28.1 29.4 31.0 32.5 34.0 35.7 35.4
at 2001 prices 32.7 33.2 34.3 35.2 36.2 36.7 35.4
Population
Millions 263.0 265.5 268.0 270.6 272.7 275.3 284.8
Consumer Price Index
2001=100 86.1 88.6 90.6 92.1 94.1 97.2 100.0
%change 2.8 2.9 2.3 1.7 2.1 3.4 2.8
Ad.spend as a % of GDP
1.32 1.34 1.35 1.37 1.45 1.53 1.40
Advertising Expenditure Growth (%)
at current prices 6.5 6.9 6.9 7.8 11.3 12.0 -5.8
at 2001 prices 3.6 3.9 4.4 6.0 9.0 8.3 -8.4
Source: IFS, ZenithOptimedia
Advertising expenditure
(US$ million, in current prices)
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Newspapers 35,278 37,077 39,079 41,341 43,697 48,700 45,778 45,320 46,000 47,615 48,567
Magazines 12,149 12,994 13,748 14,573 15,593 17,700 15,930 14,974 15,124 15,426 15,889
Television 35,680 38,472 40,709 43,471 47,299 52,258 49,714
Radio 11,470 12,412 13,794 15,411 18,581 20,819 18,800
Miscellaneous* 59,965 62,918 66,038 69,273 72,913 76,592 79,264
Outdoor 3,369 3,597 3,802 4,027 4,565 4,912 4,814
Internet 100 300 906 1,920 4,600 6,000 6,600
Total 158,011 167,770 178,076 190,016 207,248 226,981 220,900 223,806 229,333 239,299 247,511
Source: 1995-2001 NAB; IOA; TVB; LNA; CAB; RAB; MPA; Paul Kagan Associates, 2002-2005 ZenithOptimedia
Notes: Includes agency commission, production costs and classified advertising, after discounts, cinema expenditure data
not available, * includes direct mail
Research
Circulation is audited by: Audit Bureau of Circulations (ABC)
Readership is measured by: Scarborough Research Corporation,
Gallup Organisation, Simmons Market Research Bureau, Media
Audit and Mediamark Research Incorporated (MRI).
Methodology: Data gathered by annual interviews.
Taxes
VAT on: sales 0 advertising 0
newsprint 0 plant 0
composition 0 (standard VAT rate 0)
Discounts
on: post 0 rail 0 telephone 0 telegraph 0 telex 0
Ownership
Does any law exist governing publishing-house ownership, or the
registration of shares in newspaper-publishing companies No
Is there any law prohibiting or restricting foreign companies or
individuals from owning shares, and in particular, the majority of
shares, of domestic daily newspapers No
Is there any law prohibiting daily newspaper or periodical publishers
from operating radio or television stations in the same locality A
daily newspaper is prohibited from owning a radio or television
station in its home market. This law took effect in 1975 but was
not retrospective, so some newspapers do still own local stations
So as to guarantee disclosure and transparency in the capital structure
and to avert silent partnerships, is there a law or rule making it possible
to determine who actually owns a publishing company No
Is there an antitrust law limiting concentration in the daily press
Federal antitrust laws apply to all businesses, including
newspapers.
Is further regulation of media concentration expected The Federal
Communications Commission has proposed to loosen crossmedia
ownership restrictions.
WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003 299