The Cross-Elasticity of Demand For National Newspaper Advertising.

Concerns whether advertising media in addition to other co-located newspapers compete with a given newspaper in the U.S. Use of advertising media to estimate demand functions for national advertising; Attempts made to empirically establish the boundaries of the daily newspaper market; Summary of the...

Descripción completa

Detalles Bibliográficos
Publicado en:	Journalism Quarterly Vol. 64; no. 2; pp. 346 - 352
Autor principal:	Busterna, John C.
Formato:	Artículo
Publicado:	Association for Education in Journalism & Mass Communication Summer/Autumn87
Materias:	Advertising of newspapers Business Communication in marketing Advertising media planning Marketing management Advertising United States
Acceso en línea:	Ver este registro en EBSCOhost

Descripción
Sumario:	Concerns whether advertising media in addition to other co-located newspapers compete with a given newspaper in the U.S. Use of advertising media to estimate demand functions for national advertising; Attempts made to empirically establish the boundaries of the daily newspaper market; Summary of the estimated demand functions for national newspaper advertising.