22 Pro forma national ad revenues and linage were down 15% in 2001. Most of the national revenue loss was at USA TODAY, which reported a 22% decrease in revenues and 24% decrease in linage. Advertising revenues at USA TODAY were adversely affected by the absence of year-earlier Olympics-related ad spending, lower demand by dot-com advertisers and significantly lower demand for travel-related advertising following the terrorist attacks. Pro forma classified revenues in 2001 decreased 9% on a 4% decrease in linage. Employment ad revenues fell 21% for the year as job market conditions in the U.S. continued to worsen. The company’s U.K. properties experienced stronger classified results than in the U.S., particularly in help-wanted.  Advertising and other revenue from Internet activities for the newspaper segment totaled approximately $69 million in 2001, $62 million in 2000 and $39 million in 1999. The company has Web sites at nearly all of its newspapers and other operating  properties within the newspaper segment. The company expects modest circulation revenue growth at many of its newspaper properties in 2002 with circulation price increases planned at a few newspapers.  Pro forma circulation volume for the company’s local  newspapers is summarized in the table below: Looking to 2002, for our domestic newspapers, modest ad  revenue and volume growth are anticipated in most categories depending on the health of the U.S. economy and the extent of further closings or consolidations within certain key industries, particularly retail. Changes in national economic levels, consumer confidence, and unemployment rates and the level of general  economic growth will impact revenues at all of the company’s newspapers. Modest price increases are generally planned at most properties, and the company will continue to expand and refine marketing and sales efforts. Modest ad revenue growth is anticipat- ed in 2002 for our Newsquest properties, depending on the health of the United Kingdom’s economy. Newspaper circulation revenues rose $112 million or 10% in 2001, due to incremental circulation revenues from the 2000 acquisitions. On a pro forma basis, circulation revenues decreased 2% in 2001. For local newspapers, morning circulation accounts for approximately 79% of total daily volume, while evening circulation accounts for 21%. On a pro forma basis, local morning circulation was flat with 2000 while evening and Sunday circulation volumes declined 2%. Selected circulation price increases were imple- mented in 2001 at certain newspapers. USA TODAY’s average daily circulation for 2001 declined 1% to 2,255,348. USA TODAY reported an average daily paid  circulation of 2,243,843 in the ABC Publisher’s Statement for  the six months ended Sept. 30, 2001, a 1% decrease over the comparable period a year ago. Reported newspaper advertising revenues for 2000 were $858 million greater than in 1999, a 28% increase, while pro forma  revenues presented above reflect a 6% increase. The variance in these two comparisons relates principally to the full year effect of the Newsquest acquisition in 1999 and the Newscom, Thomson and Central acquisitions in 2000. Reported and pro forma news- paper revenue comparisons were positively impacted by the  additional 53rd week in 2000. Pro forma local ad revenues in 2000 were up 2% with linage down 1%. Ad spending by some of the largest retailers declined  in 2000, reflecting closings and consolidations. These revenue declines were partially offset by revenue increases from small-  and medium-sized advertisers as a result of expanded sales and marketing efforts. Pro forma national ad revenues for 2000 rose 10% with linage up 9%, driven principally by USA TODAY, which reported a 12% gain in revenues on an 8% linage gain. National ad revenue growth was also strong in Phoenix and at several other larger daily news- paper properties. Pro forma classified revenues in 2000 rose 5% on a 6% linage gain. Employment ad revenue gains were the strongest, followed by real estate and automotive. The continued strong economy throughout most of the year and tight labor market in the U.S. and the U.K. were key factors in these revenue gains, along with added marketing and sales resources. Revenues from the company’s U.K. operations were unfavor- ably impacted by the decline in the exchange rate for sterling  during 2000. If the exchange rate had remained constant year- over-year, pro forma local, national and classified ad revenues would have increased 2%, 11% and 6%, respectively. Newspaper circulation revenues rose $150 million or more than 15% in 2000, due to incremental circulation revenues from 92 $1773 93 $1847 94 $1982 95 $2078 96 $2281 97 $2480 98 $2773 99 $3115  00 $3973 01 $4120  Newspaper advertising revenues in millions, as reported 92 $763 93 $781 94 $789 95 $816 96 $873 97 $903 98 $958 99 $971 00 $1121 01 $1233 Newspaper circulation revenues in millions, as reported 2001 Change 2000 Change 1999 Change Local Newspapers Morning 4,752 — 4,773 (1%) 4,799 (2%) Evening 1,249 (2%) 1,275 (2%) 1,294 (2%) Total daily 6,001 (1%) 6,048 (1%) 6,093 (2%) Sunday 7,045 (2%) 7,160 (1%) 7,260 (2%) Average net paid circulation volume, in thousands (pro forma)