The impact of competition on weekly newspaper advertising rates

被引：6

作者：

Lacy, S ^{[1
]}

Coulson, DC

Cho, H

机构：

[1] Michigan State Univ, Sch Journalism, E Lansing, MI 48824 USA

[2] Univ Nevada, Sch Journalism, Reno, NV 89557 USA

[3] Ibaraki Christian Univ, Ibaraki, Osaka, Japan

来源：

JOURNALISM & MASS COMMUNICATION QUARTERLY | 2001年 / 78卷 / 03期

关键词：

D O I：

10.1177/107769900107800304

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

This national study of 432 weekly newspapers found that competition from other weeklies in a county was correlated with a lower cost-per-thousand ad rate. However, when a subsample of 236 weeklies with intense competition was analyzed, this relationship with cost per thousand disappeared. Instead, the data showed that as competition became more intense, a weekly's open-column-inch ad rates decreased. Also, when market size was controlled for, ad rates for paid weeklies did not differ from free weeklies' ad rates.

引用

页码：450 / 465

页数：16

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