The Impact of Advertising Churn on Newspaper Revenue Growth

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...