Earnings from advertising in the State's 11 national newspaper titles rose by 22 per cent last year, netting £132 million. Income from advertising agencies alone rose by almost 25 per cent to £75 million.
The chairman of National Newspapers of Ireland and chief executive of The Irish Times, Mr Louis O'Neill, said yesterday that this growth in spending on newspaper advertising proves that both agencies and advertisers regard newspapers as an essential element of the mixed media schedule.
Mr O'Neill was speaking at the award ceremony for the advertising agency which has spent most on newspaper advertising.
McConnells Advertising Agency won for the fourth year in succession, having spent £7.5 million, an increase of 33 per cent on 1996.
The award for the highest increase in spending went to Des O'Meara & Partners, which spent £4.5 million with NNI Newspapers, a 137 per cent increase.
The second-highest overall outlay was by the Network (O & M Irl), which spent nearly £6 million and All Ireland Media, which spent almost £5 million.