Analyzes the effects of both structural factors (demographics, economic conditions, and competition) and discretionary factors (content, design, and marketing techniques) and concludes that it is the former that determine a newspaper's circulation. (FL)

Investigates the effects of targeted sales messages on newspaper subscription sales and retention by combining two large research projects--a demographic market segmentation scheme, and a readership-lifestyle survey. Proposes that the content of sales messages influences new subscriptions but does not affect retention. (MM)

When affective and cognitive scores were used as measures, the attractiveness level of the endorser of a product in an advertisement appeared to have a significant effect on the scores with the high attractiveness level producing the most favorable evaluations. When cognitive scores were used, however, the attractiveness level had no significant…

Details a study that investigated how middle-aged housewives responded to different age portrayals for different age-oriented products in advertisements. Concludes that there was a clear interaction between age-orientation of product and age of model in an advertisement, but no pervasive "younger is better" effect. (FL)