Despite the fact that advertising is the lifeblood of media in the developed world, there appears to have been an almost univers al opinion on the part of senior newspaper managements that no particular effort need be made to sell advertising — it would be sufficient to merely make it available. After all, went the reasoning, how else other than by using newspapers could an advertiser inform its potential customers? At one time, this was a perfectly rational argument; there were no alternatives, at least none that were affordable for the majority of advertisers.
KeywordsPotential Customer Regional Newspaper Service Element Advertising Revenue Advertising Rate
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