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Your local daily newspaper is either getting thicker or thinner. The long-term trend away from advertising in a daily's news pages is continuing, so there are fewer news pages every year and more special-interest sections, which are generally inspired more by the advertising marketplace than by the marketplace of ideas. At the same time, the typical daily is getting fatter with advertising inserts, according to the latest data from the Newspaper Association of America.
Results of the NAA's annual preprint insert volume survey show that the number of these advertising circulars is up 1.5 percent for 1995 over 1994. U.S. dailies distributed 66 billion preprint inserts in 1995. Sunday is still the primary distribution day for inserts. Preprint...