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ERIC Number: ED308526
Record Type: Non-Journal
Publication Date: 1989-Aug
Pages: 15
Abstractor: N/A
Reference Count: N/A
Factors of Success for Newspapers in Intracity Competition.
Brown, Karen F.
Focusing on variables controlled by the newspaper but with emphasis on basic priorities for success rather than specific changes within a department, a study examined intracity battles between newspapers in several cities. A saturation sample of 58 newspapers that competed in various cities with no joint operating agreement or joint ownership was drawn. A list of 20 probable factors of success (including success through people, acquiescence to the community, focus on company image, and manipulation of the familiar) was drawn based on items frequently mentioned in texts and by newspaper officials. A survey of primarily Likert-scale questions was mailed in January 1987 to five officials of each paper (publisher, editor, circulation manager, advertising manager, and marketing director). Respondents rated the items according to their importance for newspaper success. Findings indicated that respondents rated good reporting and writing as the most important factor for a successful newspaper, while the ethnic makeup of their staffs and the balance of sexes was regarded as not important to success. Findings also revealed a significant difference between leading and trailing papers in some items and a preference for qualified people instead of product manipulation as a path for business success. (Three tables of data are attached.) (MM)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A