The increasing importance of circulation revenue

Date of publication: June 15, 1972

Author: John Stockley

Abstract:

The first section of this paper shows that newspaper publishers in general are becoming increasingly dependent on circulation as a source of revenue. It then sets this change against a background of stable demand for newspapers and intensive competition for readers. The second section outlines a research technique which enabled us to evaluate the strengths and weaknesses of our own and competitive newspapers.

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