Newspaper advertising rises

Advertising in newspapers jumped by more than 13 per cent in 2004, according to new figures from the National Newspapers of Ireland (NNI).

The figures, which track spending on 12 Irish titles, show that €287 million was spent in 2004, the highest level recorded.

However, the NNI noted that the Irish Daily Star Sunday was included in the figures for the first time, which impacted on the figures.

The NNI said the figures surpassed "even the boom years of 2000 and 2001".

Of the €287 million spend, just over half (€145 million) was spent on brand advertising by agencies, with the remainder coming from direct advertising, including classifieds, property and local retail.

"The particularly strong growth in direct advertising reflects extremely buoyant retail markets, where growth accelerated as the year progressed," said the NNI statement.

"The simple fact that advertising revenues have shot up at the same time that newspaper readership has grown and at a time when publishers have consistently improved their product offering is no coincidence," said Gavin O'Reilly, NNI chairman.

The newspapers included in the survey were: the Irish Independent, the Irish Examiner, The Irish Times, the Irish Daily Star, the Evening Herald, the Sunday Independent, the Sunday World, the Sunday Business Post, the Sunday Tribune, Ireland on Sunday, the Irish Daily Star Sunday and the Irish Farmers' Journal.

The Aegis Media Group was the agency with the largest press spend at €16.1 million.

The Mindshare/Mediaedgecia agency, with just over €13 million and Brindley Advertising with €12.5 million, were next.