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As if the industry needed more recessionary signals, U.S. media spending in January showed the first major decrease since the recession year of 1991 and the first two-month decline since that last recession. The poor economy cancelled the gains of 2000, but growth in cable and syndicated television helped the totals for the total 10 media beat January 1999's spending. It's all perspective: Madison Avenue is depressed that spending is back to the then-record levels of 1999.

Medium Jan. % Dec. %

2001 change 2000 change

Magazines $906.9 2.0% $1,580 3.8%

Sunday magazines 82.4 -4.9% 104.8 9.7%

Newspapers 1,078.9 -25.2% 1,750.3 0.1%

National newspapers 265.5 -12.5% 294.8 -14%

Network TV 1,780.6 -7.8% 1,720 -1.3%

Spot TV 1,146.8 -17.8% 1,472.3 -3.8%

Syndicated TV 284.7 5.3% 296.7 6.5%

Cable TV networks 706.8 18.9% 746.9 -12.2%

Network radio 54.9 -29.9% 77.6 92.5%

National spot radio 107.8 -33.9% 222.9 14.9%

Notes: Figures in millions of dollars. All percent changes are vs. same month in previous year.

Source: Taylor Nelson Sofres' CMR

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