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Newspaper ad revenue soars to €367m as spending up 1.3pc

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IRELAND's national newspapers attracted €367m in advertising revenues last year, as ad agencies continued to throw their weight behind national print.

The bumper spend was spread across the 18 members of representative group the National Newspapers of Ireland (NNI), which has launched a number of initiatives in recent years to raise the profile of advertising among both agencies and industry.

The result was a 1.3pc increase in spends last year, including an 8pc hike in revenues from ad agencies.

"This level of increase -- against a backdrop of general economic uncertainty -- is proof positive that agencies understand newspapers and recognise the unique benefits of the medium," said NNI chairwoman and 'Irish Times' managing director Maeve Donovan.

"Newspapers offer a cost-effective means of targeting a clearly-defined audience while other media have to take account of increasing audience fragmentation and reduced opportunities for targeting."

Aegis Media (incorporating Carat, Brindley Advertising & Vizeum) was the biggest national newspaper spender of the year with an outlay of €50m, up from €42m in 2006.

The highest percentage increase in spend was recorded by TMP Worldwide (+34pc). Other big increases came from Group M (+11pc), OMD Ireland (+22pc), Young Euro RSCG (+30pc) and Pierce Media (+25pc).

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