While newspapers were in the ascendancy, the strategic objective of the majority of newspaper proprietors was to maximise their circulations in order to claim higher advertising rates from advertisers. A major plank in this policy was the desire to reduce the unit cost of each copy to a point where smaller competitors would have serious competitive disadvantages. It was for this reason that the printing press, which represented the largest individual capital investment, was made as efficient as possible at the request of newspaper owners.
KeywordsUnit Cost Newspaper Production Strategic Objective Competitive Disadvantage Newspaper Management
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