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.
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页码：450 / 465
页数：16
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