Newsstand buyers good customers

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A new Newspaper Association of America study indicates that single-copy buyers are "more avid consumers of 20 out of 27 products and services than newspaper readers in general." That finding was released at a session of the National Center for Database Marketing Conference in Orlando, Fla. Lisa Cody-Smith, NAA director of circulation marketing, said the study will be rolled out during the second week in January to stress to advertisers that "single-copy buyers is a value segment that you want to buy."

Separately, the NAA said advertising revenue for the newspaper industry grew 5.1% in the first nine months of the year to $25.37 billion. National advertising grew only at a 1.7% rate in the first nine months; retail was up 2.7% in that period and classified jumped 9.6%. The NAA predicted that ad revenues will grow 5.8% to 6.2% through 1997; combined with circulation and other revenue sources, the NAA expects newspapers to be a $48 billion industry by the end of '96, up from its current level of $44 billion.

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