NEWSPAPER RATE DIFFERENTIALS DECLINE OVERALL (CHART)

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But large-circulation papers increased significantly.

Number of papers Rate differential

Circulation* 1991 1993 1991 1993 Change**

Over 250,000 47 45 95.15% 107.23% +12.7%

101,000-250,000 73 70 78.82% 91.43% +16.0%

51,000-100,000 114 114 62.47% 61.06% -2.3%

25,000-50,000 268 228 63.76% 62.40% -2.1%

Less than 25,000 558 881 64.95% 55.01% -15.3%

Total 1,060 1,338 74.86% 74.61% -0.3%

*From Audit Bureau of Circulations. **General vs. retail rates. Source: American Association of Advertising Agencies Newspaper Rate Differentials Study

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