Figures published by AC Nielsen MMS shows that ad spend declined across all media, barring consumer magazines and regional newspapers.
The news for consumer titles, including market leader Cosmopolitan, was more positive, with spending up by 1.2% to £1.04bn. The research also showed that the top 20 advertisers in consumer magazines boosted their ad spend by more than 36% compared with 2000.
Worst hit was direct mail, which saw spend fall by 27.6% to £994m. Last year it was £1.4bn. Other media to report dramatic falls were television, down by 9.8% to £3.5bn; and outdoor, which fell by 9.5% to £366m.
National newspaper ad revenue fell by 8.4% to £1.3bn, but regionals proved more resilient, recording a 3.1% increase over the same period, to £488m.
Advertising groups are not preparing themselves for any major upturn in advertising spend, however, with the three biggest in the world, the Interpublic Group of Companies, the WPP Group and Omnicom Group, all remaining cautious in their outlook for 2002.
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