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Preprints Versus Display Advertising: Which is More Profitable for Nondaily Newspapers?

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  • Ken Smith

Abstract

This study examines the differences in the profitability to nondaily newspapers resulting from preprint and display advertising. Whether the measure is overall profit or a comparison of a full page of display advertising to an 8-page tabloid preprint, display advertising is more profitable. Differences in the profit margin between display ads and preprints are not nearly as great as the differences in other measures of profit.

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  • Ken Smith, 1999. "Preprints Versus Display Advertising: Which is More Profitable for Nondaily Newspapers?," Journal of Media Economics, Taylor & Francis Journals, vol. 12(4), pages 233-245.
    • Handle: RePEc:taf:jmedec:v:12:y:1999:i:4:p:233-245
    DOI: 10.1207/s15327736me1204_1
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    Cited by:

    1. Gomes, Orlando, 2006. "The dynamics of television advertising with boundedly rational consumers," MPRA Paper 2847, University Library of Munich, Germany.

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