Circulation Versus Advertiser Appeal in the Newspaper Industry: An Empirical Investigation
研究了报纸读者中高收入群体比例对广告吸引力的正向影响，并量化了发行量与高收入读者比例之间的权衡关系，基于英国和爱尔兰报纸数据。
Advertising space is not a homogeneous commodity, but something whose value depends on the characteristics of a newspaper's readership. It is suggested, in particular, that the proportion of readers belonging to the more affluent social categories will exert a strong positive influence on advertising. This paper investigates the circulation/readership-profile relation using a simple simultaneous equation framework. The model is then estimated across a sample of British and Irish daily and Sunday newspapers, using data collected from industry sources. The paper then seeks to quantify the trade-off between circulation and the proportion of high income readers. Copyright 1989 by Blackwell Publishing Ltd.