Peer reviewedERIC Number: EJ511452
Record Type: CIJE
Publication Date: 1994
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-0739-5329
EISSN: N/A
Enhancing Newspaper's Value as Local Advertising Medium.
Prater, Bruce W.; And Others
Newspaper Research Journal, v15 n3 p131-43 Sum 1994
Finds that, to enhance the value of a newspaper's advertising, newspaper executives seek to broaden the scope of their operations by adding new subscribers and advertisers, while marketers tend to prefer narrowing the focus of operations, serving the existing customer base or concentrating exclusively on select market segments. (SR)
Descriptors: Advertising, Higher Education, Journalism, Journalism Research, Marketing, Newspapers, Occupational Surveys
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
Note: Journal availability: Assn. for Education in Journalism and Mass Communication, 1621 College St., Univ. of South Carolina, Columbia, SC 29208-0251.
