ABSTRACT
Newspapers traditionally were a mass medium. While large general audiences remain the industry's core market, progressive newspaper publishers have realized the need for targeted sections, specialized publications, and nonprint products. Market-driven decisions based on information and feedback from the target markets (readers and advertisers) are critical for effective strategic planning in this dynamic business environment. A market profile of the newspaper industry is summarized in Figure 11.1. U.S. Newspaper Industry Profile https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9781315865461/d6127bd5-308b-4479-a1fd-e6c629da9748/content/fig11_1_B.tif" xmlns:xlink="https://www.w3.org/1999/xlink"/> Sources: Newspaper Association of America, 1997 (www.naa.org) and Audit Bureau of Circulation, 1997.
