The Impact of Advertising Churn on Newspaper Revenue Growth

Perry Williams

Whilst the concept of churn is most regularly associated with newspaper circulation, this article argues that it can also be usefully applied to newspaper advertising.

The impact of advertising churn on newspaper revenue growth

Perry WilliamsBruce Bell and Associates, Inc.

In late 1997, I was a member of the management team at a major metropolitan newspaper. The senior vice president of advertising asked me to help him gain insight into why the advertising department was having difficulty meeting its monthly revenue forecasts. While 1996 had been a banner advertising revenue year for the newspaper, the 1997 goal for advertising revenue was becoming more difficult to achieve.

With my background in sales, marketing and advertising research, operations and product development, and with almost 20 years...

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