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ERIC Number: ED247558
Record Type: Non-Journal
Publication Date: 1984-Aug-5
Pages: 16
Abstractor: N/A
Reference Count: N/A
Chains versus Independents: Newspaper and Market Characteristics.
Hale, F. Dennis
A study examined the marketing differences between large chain newspapers and small chain and independent newspapers by analyzing differences in characteristics of the newspapers, patterns of circulation, economic and social conditions of the market, and competition from other print media. The 200 newspapers studied--113 large chain and 87 small chain and independent papers--came from 41 states. Statistical analysis revealed that some 21 of the 54 independent variables examined were significantly correlated with large chain newspaper ownership--five concerned newspaper characteristics, three circulation, five print media competition, three economic variables, and five social characteristics. The findings showed that large chain papers had a number of advantages over their competition. They published in larger, more urban and more affluent markets with stronger magazine circulation and weaker circulation of outside Sunday papers. In addition, they managed to charge 14% more for subscriptions while publishing only 3% more issues per month. The results suggest that the real threat to newspapers does not come from the existing concentration of ownership, but from the continued absorption of independents by chains, from the subsequent absorption of small chains by large ones, and by the final absorption of large chains by corporate conglomerates. (A list of counties, cities, and states providing the studied newspapers is appended.) (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A