Newspaper ad rates up, but circulation weak. (second quarter of 1996 to second quarter of 1997)(Brief Article)

Ad rates for major daily newspapers increased an average 12%, while circulation for most papers in top 10 markets has suffered, say researchers with the Interep Radio Store.

Between second quarter 1996 and second quarter 1997, Interep found that newspaper rates increased 5%-17%, but circulation either remained flat or dropped by up to 4% in seven of the 10 markets surveyed. In New York and Philadelphia, circulation rose by 1% and 6%, respectively. In Houston, rates increased 62% and circulation rose 33%, …