IDEAS home Printed from https://ideas.repec.org/a/inm/orinte/v12y1982i1p38-43.html
   My bibliography  Save this article

The Estimation of Single Copy Newspaper Sales: A Tertiary Market Demand Model

Author

Listed:
  • Robert M. Cosenza

    (McLaren School of Business, University of San Francisco, San Francisco, California 94117)

  • Duane L. Davis

    (Department of Marketing, University of Central Florida, P.O. Box 25000, Orlando, Florida 32816)

Abstract

Due to the volatility of demand and the corresponding high costs of production and distribution of newspapers in tertiary market areas, it would appear essential that a publisher of a local daily/Sunday newspaper have an effective means of predicting demand in these outlying market areas. This forecast would in turn enable the news company to properly adjust their marketing efforts to increase overall system efficiency and to become more cost effective in the long run. A Tertiary Market Demand Model proposed to deal with this problem utilizes a combination of forecasting methods and a modified stratified random sampling procedure in an interactive mode to produce interval forecasts in tertiary market areas on a daily basis.

Suggested Citation

  • Robert M. Cosenza & Duane L. Davis, 1982. "The Estimation of Single Copy Newspaper Sales: A Tertiary Market Demand Model," Interfaces, INFORMS, vol. 12(1), pages 38-43, February.
    • Handle: RePEc:inm:orinte:v:12:y:1982:i:1:p:38-43
    DOI: 10.1287/inte.12.1.38
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/inte.12.1.38
    Download Restriction: no
    File URL: https://libkey.io/10.1287/inte.12.1.38?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    marketing: distribution;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:orinte:v:12:y:1982:i:1:p:38-43. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.