A member of the general public reading, listening to or viewing an avalanche of seemingly expert opinion could be forgiven for believing that the newspaper industry is on the brink of total collapse and that the rest of the media, with the exception of the Internet, is likely to follow. The evidence would seem to suggest that, while the readership of newspapers has clearly fallen, this smaller audience is likely to display a much higher degree of allegiance to their local newspaper, presumably because, for them, the newspaper is a journal of record of the community, not only archiving the events, threats and opportunities that have occurred, but also providing a voice for discussion and dissent.
KeywordsIncome Elasticity Local Newspaper National Newspaper Evening Newspaper Circulation Area
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