Making the Most of Newspapers
Roderick White
Newspapers are the oldest large-scale advertising medium, which should make them better understood than other media. In practice, much basic research into the medium is old, and has not always been re-validated, though this is now happening (2, 5).
The medium is diverse and complex, and differs from country to country. In particular, the extent to which there are national (as opposed to regional or local) papers varies widely, which affects the nature of the advertising markets – the more local the medium, the more advertising is concentrated on retail-type advertisers (9). However,...