National Newspapers: How costs and plans can vary

Michael Cluff

Snapshots of the real world: these brief notes show that the actual costs achieved by newspaper advertisers vary widely, as measured by individually audited plans and buying results.

How costs and plans can vary

-glimpses of advertisers' use of newspapers in the 1990s

Michael Cluff

Snapshots of the real world: these brief notes show that the actual costs achieved by newspaper advertisers vary widely, as measured by individually audited plans and buying results. Price negotiation can be as sharp as that for TV, but is less confrontational. As regards scheduling, the example of car manufacturers suggests a tendency to use most daily titles, and a surprising variability in the average income of the newspaper readers actually reached.

Virtually all published media advertising expenditure data are based on...

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