STRICTLY BUSINES: PAPER INDUSTRY ALIVE, WELL

On an average weekday, more than 78 million American adults read a newspaper.

The total escalates for the Sunday package, to more than 90 million readers.

Overall newspaper circulation in the United States is near the 57 million mark.

Newspaper advertising continued to be a bright spot in the industry in 1996 as advertising revenues grew almost 6 percent during the past year, to more than $38 billion, the second year in a row that advertising increased by more than 5 percent.

Newspapers continue to reach the majority of American adults every day.

As many as 58 percent of adults read every page in the newspaper, according to surveys conducted by the Newspaper Association of America.

The "General News" section continues to attract the bulk of readership, with more than 90 percent of adults. Entertainment, sports and business sections attract the attentions of about 75 percent of readers.

Advertisers invested more in U.S. newspapers than in any other medium. Newspapers have received more than 22 percent of all advertising dollars during the past three years, compared to just over 20 percent in broadcast television and direct mail.

So, to borrow a phrase used in this column a year ago, "the newspaper industry is alive and well."

Despite network TV, cable TV, magazines and increased activity on new online computer programs, newspapers are still thriving nationwide.

Some impressive, and optimistic, statistics were recently revealed in a meeting of the Newspaper Association of America, held in Chicago.

The NAA is made up of 1,500 papers representing more than 85 percent of the nation's total newspaper circulation. The consensus from the annual meeting is that newspapers are holding their own against some stiff competition.

Look at statistics

Newspaper statistics reveal:

-- Advertising revenue of $38 billion, up 5.8 percent from 1995, and up almost $12 billion from the $26.9 million of a decade ago.

-- Newspapers' advertising revenue make up a 23.4 percent share of the advertising dollars spent in the United States, the largest slice earned by any medium, including television.

-- Readership remains strong. About three-fourths of American adults read a Sunday newspaper every week, and more than 90 million Americans read a Sunday newspaper every week. Sixty-four percent of American adults read a newspaper daily. Additionally, 57 percent of American adults read every page of the newspaper.

-- Morning newspaper circulation is at an all-time high, with circulation increases for the AMs of more than 474,000 during the past year. Twenty-nine newspapers switched from p.m. to a.m. in 1996. More than 43 million adults read morning papers. In 1950, afternoon circulation totaled 32 million and morning newspapers were at 21 million.

-- More than 1,500 daily newspapers have more than 56.9 million circulation.

-- Some 8,453 weekly newspapers account for 78.6 million readers, average circulation of 9,425.

-- Another continuing trend is the dramatic increase in newspapers hosting web sites -- including the Southeast Missourian. The number of daily newspapers in the United States operating online services doubled in 1996, to more than 500 in the United States and more than 60 in Canada. Continued growth is expected.

-- The Newspaper in Education program, established by the NAA and conducted by individual newspapers, are used in school classrooms as learning tools and to develop lifetime reading habits by students.

The NIE program is conducted at more than 68,000 schools nationwide. The Southeast Missourian is one of those involved heavily in the NIE program.

-- Some paid circulations declines have been noted, but readership is growing, in part, because of increasing numbers of "pass-a-long" readers. A 1996 survey indicates that 14 percent of newspaper readers "pass-along" their newspaper to other readers.

-- Newspapers are read regularly by all age groups. Forty-five percent of the 18-24 age category read a newspaper daily, with 57 percent reading Sunday packages. The totals range upwards via age brackets to 70 percent daily readership and 75 percent Sunday readership in the 55-64 age bracket.

'Ode to Odometer'

You still have time to submit your favorite car for the "Ode to the Odometer" list.

Response has been great for the request for information on vehicles that have passed the 100,000-mile list.

We have data on vehicles with mileage ranging from 105,000 to 500,000 miles.

How about your favorite car? Has the odometer rolled to 100,000, 250,000 miles, or more.

Let us know.

Give us a description and history of the vehicle, along with mileage. Do you still have it? Do you still drive it?

We are in the process of compiling a list of notable high-mileage vehicles, ranging from sports cars to luxury vehicles and classics to clunkers, and their performances.

It has been brought to our attention that one car in Cape Girardeau has clicked over the 100,000-mile marker seven times. That's more than 700,000, and the vehicle is still being driven every day. Let us hear from you.

Our list includes Cadillac, Chevy Corvette, Chrysler, Dodge, Ford, Honda Accord, Mercury, Mustang, VW Vanagon, Buick and Nissan vehicles.

Send your listing to B. Ray Owen, Southeast Missourian, 301 Broadway, Cape Girardeau, Mo., 63701.

B. Ray Owen is business editor of the Southeast Missourian.