Newspapers spent more than $972 million in 2006 compared with $901 million in 2004 and $700 million in 2002, the NAA found.
The NAA survey found that the greatest growth in newspaper postage spending came in Standard Mail: Daily newspapers spent nearly $785 million in 2006 compared with $713 million in 2004.
Newspapers use Standard Mail to deliver Total Market Coverage advertising mail products to non-subscribers in local markets, and also for new-subscriber solicitations and renewals.
The national survey also found that 47% of the Standard Mail products mailed by daily newspapers – principally newspapers’ Total Market Coverage product – are entered at local post offices called Destination Delivery Units.
These products are equally distributed through both high-density and saturation rates. The findings reinforce the importance of local entry and the partnership newspapers have with local postal delivery units to ensure that advertising products are delivered in a timely and efficient manner to meet the needs of a newspaper’s advertising customers, the NAA said.
“Collectively, daily newspapers are a leading customer of the US Postal Service and many of our member newspapers are the largest mailers in their local markets,” said John F. Sturm, president and CEO of the Newspaper Association of America.
About the survey (pdf):Â A total of 1,990 surveys were distributed to NAA member daily newspapers via fax, interactive PDF and emai, with a unique URL link provided for Web-based entry. Surveys were fielded May 15-July 31, 2007. The survey was closed for tabulation with 16.1% response rate.