Print adverts outstrip TV

By ELLEN READ

Growth in newspaper advertising revenue outstripped television's growth rate last year, according to figures released this week.

Newspaper advertising figures for last year - including daily papers and community papers - showed the highest growth ever, rising five per cent to a record $596 million.

"This shows that the traditional strengths of newspaper advertising continue to be valued by advertisers," Newspaper Advertising Bureau executive director Maurice Mehlhopt said.

The increase was achieved despite increasing competition from existing media and new outlets such as the internet, he said.

Mr Mehlhopt said an increase in the number of advertisers choosing colour ads also helped boost revenue.

This year was off to a great start, and the target was to have revenue growth of 6.5 per cent, he said.

"It's very strong at the moment and we're noticing it now for the first time this month, coming out of regional New Zealand.

"That export led recovery is really starting to kick in now."

Advertising revenue earned by the television industry - TV One, TV2, TV3, TV4, Prime Television, Sky TV and regional television stations - exceeded $500 million for the first time, rising three per cent to $501 million.

Television Broadcasters' Council executive director Bruce Wallace said the revenue growth was steady and reflected strong television programming.

"Three per cent is great but you always want more," he said.

Mr Wallace said the first half of last year was strong, with advertising revenue growing 8 to 9 per cent.

But a weaker second half subdued the annual figure.

"I think you only have to look at the general economy to see that the economy didn't grow at a spectacular rate last year. Television advertising figures and GDP growth run pretty much in parallel," he said.

On the current rate of revenue growth, Mr Wallace said sales were expected to pick up in the second half.