American newspapers sold $44.9 billion in ads last year, a 1.9 percent increase over 2002 totals, according to Newspaper Association of America figures released last month.

The boost was paced in part by the biggest rise in national ad spending in three years, the NAA said.

Fourth-quarter ad sales, meanwhile totaled $13.1 billion, a 2.6 percent increase, as newspapers benefited from an improving economic climate.

Within categories, fourth-quarter national advertising rose 7.5 percent to $2.1 billion, fueled by motion pictures and telecommunications. Retail ad spending edged up 1.7 percent to $6.2 billion, thanks to increases in furniture store, building material store and apparel and accessory store ads.

Classifieds also increased 1.7 percent, to $4.8 billion, after posting declines in each of the first three quarters of the year.

Within the classified category, real estate ad spending saw the largest percentage gain, up 6.6 percent to $1.2 billion. Auto ad spending dropped 1.8 percent, to $1.6 billion. Recruitment advertising fell 1.4 percent, to $1.1 billion while all other classified gained 6.5 percent, to $835 million, the NAA said.

“These 2003 numbers show that advertisers today - particularly national advertisers - increasingly recognize how highly effective and cost efficient newspapers are as an advertising platform,” said NAA President and Chief Executive Officer John F. Sturm.

For the full year of 2003, national ad spending rose 8.1 percent to $7.8 billion, the biggest percentage increase in three years. Retail advertising expenditures gained 1.7 percent to $21.3 billion and classified was essentially flat, off 0.6 percent to $15.8 billion.

“Improvement in the labor market will boost the classified category this year,” said NAA Vice President of Business Analysis and Research Jim Conaghan.