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
收藏
页码：450 / 465
页数：16
相关论文
共 50 条
  • [41] English Newspaper Competition
    焦恩齐
    [J]. 阅读, 2017, (92) : 2 - 2
  • [42] COMPETITION IN THE NEWSPAPER INDUSTRY
    Ray, Royal H.
    [J]. JOURNAL OF MARKETING, 1951, 15 (04): : 444 - 456
  • [43] Impact of Facebook and Newspaper Advertising on Sales: A Comparative Study of Online and Print Media
    Lin, Yushan
    Ahmad, Zubair
    Shafik, Wasswa
    Khosa, Saima K.
    Almaspoor, Zahra
    Alsuhabi, Hassan
    Abbas, Faheem
    [J]. COMPUTATIONAL INTELLIGENCE AND NEUROSCIENCE, 2021, 2021
  • [44] REVENUE SOURCES OF COUNTRY WEEKLY NEWSPAPER
    Ryther, Thomas C.
    [J]. JOURNALISM QUARTERLY, 1938, 15 (03): : 303 - 303
  • [45] ADVERTISING AND COMPETITION
    TELSER, LG
    [J]. JOURNAL OF POLITICAL ECONOMY, 1964, 72 (06) : 537 - 562
  • [46] ADVANTAGES AND DISADVANTAGES OF WEEKLY NEWSPAPER WORK
    KERRICK, JS
    GRIFFIN, PF
    [J]. JOURNALISM QUARTERLY, 1961, 38 (01): : 79 - 81
  • [47] 4 CATEGORIES OF CHANGE AT THE WEEKLY NEWSPAPER
    GUENTHER, L
    [J]. JOURNALISM QUARTERLY, 1987, 64 (04): : 863 - 867
  • [48] Recent Trends in the Weekly Newspaper Field
    Barnhart, Thomas F.
    [J]. JOURNALISM QUARTERLY, 1954, 31 (04): : 459 - 465
  • [49] Weekly Newspaper Coverage Studied at Rutgers
    不详
    [J]. JOURNALISM QUARTERLY, 1950, 27 (03): : 326 - 326
  • [50] Modeling Competition and Its Impact on Paid-Search Advertising
    Yang, Sha
    Lu, Shijie
    Lu, Xianghua
    [J]. MARKETING SCIENCE, 2014, 33 (01) : 134 - 153
12345