March 13, 2006

Daily Newspaper Advertising Revenue Growth

Retail % Change General % Change Classified % Change Total Advertising % Change
1985 4.9 8.1 8.6 6.5
1986 6.1 0.7 10 6.7
1987 6 3.4 13 8.2
1988 3.6 8.6 7.7 5.7
1989 4.3 3.2 2.8 3.6
1990 0.9 4.2 -3.6 -0.3
1991 -5.1 -5.1 -8.7 -6.4
1992 1.3 -2.3 1.6 0.9
1993 4.8 0.5 3.5 3.9
1994 3.8 7.3 10.7 6.8
1995 3.1 2.2 9.1 5.3
1996 1.3 8.9 8.8 5.2
1997 4.7 12.2 10.2 7.9
1998 5.4 7.1 6.2 5.9
1999 2.8 15 4.2 5.1
2000 2.3 12 4.9 4.9
2001 -3.5 -9.3 -18 -9.9
2002 1.5 2.9 -4.6 -0.5
2003 1.4 8.3 -0.6 1.9
2004 3.1 3.7 5.1 3.9

Year to year, newspaper advertising revenue is sensitive to economic cycles. The economic downturns of 1991 and 2001 were particularly difficult.