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La prensa en papel se ha visto afectada por la aparición de los medios digitales, por la bajada de audiencia, de venta de ejemplares y de ingresos publicitarios. Estos cambios han impactado en su modelo de negocio y perspectivas de futuro, dando si cabe un mayor poder a los ingresos procedentes de la venta de los espacios publicitarios. El objetivo principal de esta investigación es profundizar sobre los cambios que se han producido en los precios de los anuncios publicitarios de la prensa impresa en la última década (2013-2022) y analizar los futuros escenarios comerciales a los que se enfrenta el medio en los próximos años. Para ello, se ha empleado una metodología mixta. La parte cuantitativa se centra en el análisis de los precios de compra de los anuncios, mientras que la parte cualitativa se focaliza en las opiniones de los profesionales del sector que trabajan diariamente en la selección de los emplazamientos publicitarios para las marcas. Los resultados ponen de manifiesto un precio cada vez menor por el espacio publicitario en la prensa impresa, sobre todo en los diarios nacionales, a pesar de un aumento de las tarifas oficiales de los soportes. Asimismo, muestran un escenario comercial centrado en la especialización, la credibilidad y la seriedad del medio frente a la venta masiva de publicidad. Las conclusiones ponen de manifiesto las dificultades de la supervivencia del medio impreso con el sistema de financiación actual, pero les abre una vía para la realización de estrategias comerciales que refuercen las características que lo diferencian del online. [ABSTRACT FROM AUTHOR]

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Moving from free to “free and fee” for any product or service represents a challenge to managers, especially when consumers have plenty of free alternatives. For one online content provider, this article examines (1) the sources of long-term revenue loss (through attracting fewer free subscribers) and (2) how the firm's marketing actions affect its revenue gains (through attracting paid subscribers). The authors quantify revenue loss from several sources, including the direct effects of charging for part of the online content and the reduced effectiveness of search-engine referrals and e-mails. The analysis suggests several managerial implications. Managers should focus their price promotions on stimulating new monthly subscriptions, rather than the current promotional focus on stimulating new yearly contracts. In contrast, e-mail and search-engine referrals appear to be effective at generating yearly subscriptions. Meanwhile, free-to-fee conversion e-mail blasts are a double-edged sword; they increase subscription revenue at the expense of advertising revenue. Finally, further analysis shows that the move was preceded by the buildup of momentum in new free subscriptions, which appears to be beneficial for the move's success. The decomposition and comparison of the sources of revenue loss versus gains reveals several trade-offs facing companies moving from free to free and fee. [ABSTRACT FROM AUTHOR]

Increasingly, magazines are able to offer potential advertisers all their readers (pure bundling), only specific reader segments (pure components pricing), or a combination of the two (mixed bundling). Using data on advertising rates and reader demographics, the authors estimate the implicit prices of reader characteristics within a hedonic framework. The results suggest that the magnitude of the price and revenue premiums earned by 'unbundling' a magazine's readers can be substantial. [ABSTRACT FROM AUTHOR]

This investigation (1) identifies the variables which influence radio rate structure and (2) determines the extent to which these variables influence spot prices differently for stations with fixed rate cards and stations with grid rate cards. Regression analysis was employed to investigate the relationship between the independent variables (average quarter hour audience, station format, consumer spendable income per household, market population, number of radio stations per market) and the dependent variable (station rates) for both fixed and grid rate stations. A Chow test and a series of univariate t-tests were then used to investigate the differences between the regression equations, revealing that stations with grid rates do not base spot prices on audience delivery as much as stations with fixed rates. The major implication is that advertisers should avoid buying time from the top of the grid whenever possible, as these rates are priced higher than fixed rates yet deliver fewer listeners per dollar. [ABSTRACT FROM AUTHOR]

This is a study of the use of a field experiment method, utilizing a dual-system CATV service, to determine the optimal advertising spending level for a consumer packaged product. Based on consumer purchase diary data (n = 2000 HHs), research was able to determine a ceiling effect of daytime advertising, and a threshold effect of nighttime advertising. Research findings were implemented for alternative advertising spending plans which provided flexibility in media scheduling while maintaining a certain set of objectives such as product sales or profit. [ABSTRACT FROM AUTHOR]

The advertising budget allocation decision has been recognized as a critical decision that should receive logical, scientific determination. However, actual decision-making practice indicates that marketers typically use qualitative, non-scientific methods when setting advertising budgets. This article discusses the reasons for this practice by focusing on the properties of qualitative models which make them attractive to practitioners and the properties of quantitative models which make them unattractive. To assist in this analysis, a taxonomy for the classification of various qualitative and quantitative budget models is constructed, the emphasis of which is on the perceived usefulness of a budget model to practitioners. [ABSTRACT FROM AUTHOR]

Advertisers depend more on profiled cost-coverage figures than on any other criterion when choosing television stations in local markets. The rates charged in a local market are strongly influenced by three factors-demand, competition and ratings--all of which are partially beyond a station's control. These three factors, tempered by a station's revenue goals and its aggressiveness in testing market rate resistance, form the underpinning of its rate setting procedure. This article, as the second of a two part series, contains guidelines for advertisers and agencies to evaluate quoted rates and create purchase strategies for different demand and competitive situations. These guidelines provide the sequel to a description of the process which stations follow in evaluating time and inventories and setting rates. The sequel appeared in the last issue of The Journal of Advertising, Vol. 7, No. 4. [ABSTRACT FROM AUTHOR]

With a limited supply of just one marketable resource, that of time, television commercial rates have to be set with a high degree of care. Under constantly changing conditions of demand and competitive intensity a station's profits can be impaired by underpricing as well as by overpricing its inventory of available time. This article, as the first in a two part series, describes the process that stations follow to set the most profitable of rates with a minimum of risk. In a sequel article to be published in the next issue of the Journal of Advertising suggestions are made to advertisers for creating time purchase strategies under different demand and competitive situations. [ABSTRACT FROM AUTHOR]

The highly complex area of newspaper economics is often reduced to the simple statement--advertising revenue is a function of circulation. While this statement is obviously oversimplified, it does express the perceived importance of the circulation advertising relationship to management of newspapers. The relationship's importance is further amplified by the fact that newspapers partially base advertising rate structures on circulation and advertising linage levels. Yet, surprisingly, very few attempts have been made to study the relationship between newspaper circulation, advertising rates and advertising linage empirically. This study examines the effect of differences in newspaper circulation and advertising rates on the amount of total advertising linage, national advertising linage and retail advertising linage. The results imply that circulation seems to have a significant and strong positive effect on total advertising linage in the sample analyzed. Time-series analysis confirm this finding. Circulation's effect on national advertising linage is even greater--elasticities of one or larger. The effect on local advertising linage is much less elastic, but still significant. The effects of the advertising rate on advertising linage are much less clear from this research. In fact, it is not possible to draw any significant conclusions concerning the way advertisers respond to changes in the advertising rate from the results of the research. This is an area that needs more indepth research. [ABSTRACT FROM AUTHOR]

Mathematical modeling is recognized as a powerful tool for planning business operations. The purpose of this paper is to present a mathematical model for simulating a newspaper financial system. The model was developed from actual newspaper industry data and includes the effects of advertising and circulation. The use of the model to predict advertising linage as a function of population, income and advertising rate is included in the discussion. [ABSTRACT FROM AUTHOR]

Individual TV advertising spots may vary as much as five rating points from one week to the next which implies that summary measures of audience delivery of TV advertising schedules composed of multiple spots could vary quite drastically. Obviously this would have a marked effect of cost per thousand calculations which is a common criterion for choosing between alternate TV advertising schedules. Based upon examination on a large number of TV advertising schedules, however, this study reports that weekly changes in audience ratings of individual spots comprising an advertising schedule tend to cancel out so that total schedule audience delivery and cost per thousand estimates are not greatly affected over a two week period. [ABSTRACT FROM AUTHOR]

In support of past research, ad size was found to lead to enhanced memory; but the existence of an "interference effect" (i.e., when increased attention aimed at the relatively large ad interferes with processing of surrounding ads) was not confirmed. Replicating Kirmani (1990), analyses suggest that consumers use ad size as an indicator of advertising costs and effort and that consumers make quality-related inferences based on their perceptions of advertising costs when quality-related information is not explicitly conveyed in an ad. Evidence of an inverted U-shaped relationship between perceived advertising costs and brand perceptions was found for quality perceptions. That is, perceptions are positively related to perceived advertising costs except at excessive levels when consumers may feel advertising is manipulative. The data also support the notion that perceived advertising effort mediated this relationship. The nature of these relationships between perceived advertising costs and consumer perceptions differed across the various perception measures. [ABSTRACT FROM AUTHOR]

Advertisers spend $3 billion a year on help-wanted advertising but have little empirical knowledge about this market. Using data from nine major metropolitan daily newspapers, this study investigates how changes in advertising costs, readership and market share have affected the linage and number of ads published. While revenue to newspapers has soared, image and the number of help-wanted ads published have stagnated because dramatic price increases have counteracted the equally dramatic rise in readership and market share. [ABSTRACT FROM AUTHOR]

Cooperative advertising plans feature prominently in marketing programs in conventional channels and make up the majority of marketing funds in some product categories. Available data show that cooperative plans vary greatly with respect to their principal feature: the participation rate offered by manufacturers (the fraction of the reseller's advertising costs that the manufacturers pick up). The authors develop two formal models to study the effects of advertising "spillovers," differentiation across competing retailers, and differentiation across competing manufacturers on the participation rate. The models show that more generous participation rates are called for with less targetable media, less differentiated retailers, more differentiated brands, and more upscale products within a category. The authors sketch out a managerial decision framework that incorporates these findings and offer some suggestions for empirical research. [ABSTRACT FROM AUTHOR]

The relationship between advertising and sales revenues has been the focus of numerous empirical and conceptual studies. Guided by past empirical works and using calculated values, the authors examine the implications of three advertising-to-sales response functions. The research findings are discussed in terms of advertising budgeting and future research on advertising effects. Noting four qualifications to their findings, the authors suggest that, within the bounds of the normative models and specific parameters examined, overadvertising could cost very little in foregone profit and may result in appreciable sales gains. [ABSTRACT FROM AUTHOR]

In a time series analysis of prime time network television viewing data a weekly trigonometric regression model is used to predict the total network viewing for specific times on specific days of the year. These predictions are very accurate. Four network share models, each based on different assumptions about how the activity of television viewing interacts with nonviewing activities and the strength of program loyalties, are used to allocate the total network prediction to specific program predictions. The predictions of the network share model are compared with the highly accurate published predictions of an expert who explained his predictions on the basis of demographic and program content considerations. The predictions of the network share models, which do not utilize demographic or program content information, compare reasonably well with the expert judgment predictions. The authors suggest how demographic, program content, and competitive bridging information would be incorporated within the framework provided by the time series models to produce advanced network scheduling models. [ABSTRACT FROM AUTHOR]

A survey of the econometric literature is undertaken to determine the duration of cumulative advertising effect on sales. The surveyed studies yield conflicting estimates of the duration interval. The data interval is shown to have a powerful influence on the implied duration of advertising effect. The evidence leads to the conclusion that the cumulative effect of advertising on sales lasts for only months rather than years. [ABSTRACT FROM AUTHOR]

The article reports on the difficulty company managers have in selecting which magazines to place advertisements. According to the author, magazines present favorable and self-serving data on their circulation and readership to influence advertisers. A uniform approach to readership data, the Standard Industrial Classification (S.I.C.) system, is described as a cost effective and standardized method which will benefit advertisers. The S.I.C. is thoroughly explained and is noted for measuring the industrial plants which receive certain industry specific publications. The primary purpose of the S.I.C. is to assist management in improving cost effectiveness of advertising.

The article investigates the planned ratio of advertising outlay to sales revenue as it relates to the product classification of the advertising firm and the total size of its advertising spending. The author analyzes the variance of ratio to sales between advertisers of durable and non-durable consumer goods. A discussion is presented about the differences between consumer advertising and industrial advertising. Statistical information related to advertising ratios of various types of products is presented.

In the first of two articles in this issue of "The Journal of Marketing," the author considers the application of the theory of monopolistic competition to the problem of resale price maintenance. Responding to the work of Professor Charles F. Phillips, the author considers the assumptions underlying Phillips' assertion that prices maintained under Fair Trade laws will be higher than those not controlled by these laws, because of manufacturer costs. The author discusses these costs, among them advertising cost and dealer margins, as they relate to setting retail price. The author suggests that the short-run results of monopolistic competition can prove a benefit for individual and public policy.

This study examines business trends for African American newspapers from 1993 to 2013, the period in which digital distribution emerged and the Great Recession occurred. By 2013, roughly 151 weeklies existed, a net loss of 30 weeklies over two decades. During this time, paid circulation declined, free circulation increased, open line advertising rates increased, and the percentage of weeklies owned by groups increased slightly. African American newspapers were more aggressive than general circulation weeklies in adding websites. [ABSTRACT FROM AUTHOR]

The article offers information on the importance of effective display advertising. Topics discussed include creation of advertising campaigns with display advertisement in multiple creative formats; study measuring the impact of creative format, message content and targeting on the performance of digital advertisement; and higher carryover advertising rates of the banner advertisements. It also mention about the performance of flash price banners and flash product banners.

Objectives: We examined differential advertising strategies used by 4 major United States ecigarette companies with differential affiliations with the traditional tobacco industry (ie, Njoy - independent, Blu - acquired, Vuse and MarkTen - launched by cigarette companies) over time. Methods: We conducted a mixed-methods study regarding e-cigarette adspend, adspend per media channel (eg, TV, print), and advertising messaging strategies among these 4 top e-cigarette brands from January 2013 through December 2015. Results: E-cigarette adspend increased from $59 million in 2013 to $91 million in 2014, followed by a sharp decline to $37 million in 2015. These companies showed distinct spending trajectories overall and across media channels, with Njoy and Vuse spending a higher proportion of their dollars on TV and Blu and Mark- Ten spending more on print. Marketing messages were also different by company. Key themes included switching from cigarettes (particularly by Njoy and Blu), circumventing smoke-free policies (particularly by Blu), and technological advancement (particularly by Vuse and Mark- Ten). Conclusions: These e-cigarette brands have shifted their adspend, use of media channels, and advertising messaging strategies over time. Some differing strategies may reflect the different affiliations of each brand to the traditional cigarette industry. [ABSTRACT FROM AUTHOR]

Among the sincerest forms of flattery is being noticed. Within the academic profession, knowledge that one's work has been read and has elicited a response is particularly gratifying (Zinkhan, Roth, and Saxton 1992). Thus, I was pleased to see Anthony McGann's (1992) comment on my recent article (Stewart 1992). I also appreciate his description of the paper as "thought-provoking" since my objective in writing the paper was to provoke thought and discussion. Spirited debate should be a characteristic of the academic enterprise. It provides a source of energy and motivation; it can also serve to place issues and points of controversy in better focus. [ABSTRACT FROM AUTHOR]

The article presents several abstracts of articles in the field of advertising, including "Advertising in the Business Scene," "Advertising Rate Policy—A Neglected Area of Study," and "How Much for Advertising."

Advertising is a crucial tool for demand creation and market expansion; enterprises in supply chain use it widely to increase sales and improve profits. But the homogeneity of products sold in hybrid channel supply chain magnifies the positive externalities of advertising and leads to serious free-riding problem. To coordinate the supply chain effectively, firstly, this paper classifies hybrid channel supply chain based on the relationship between members and selects horizontally integrated, vertically integrated, and decentralized hybrid channel supply chains as research objects. Then, a demand function considering the common effect of price and advertising is proposed and coordination schemes for different types of supply chains are designed. Finally, a sensitivity analysis is performed to assess the impact of parameters on coordination using orthogonal experiment. [ABSTRACT FROM AUTHOR]

Does advertising make markets more or less competitive? This paper lays out an econometric strategy for estimating the effect of advertising on prices that exploits seasonal demand and imperfect targeting of consumers. We find mostly negligible effects of advertising on prices at monthly frequency: among the 35 (of 131) product categories with sufficient advertising seasonality to justify second-stage estimation, only nine have a significant effect, and those are typically small. This finding is essentially the result of the much greater seasonality in advertising than price. [ABSTRACT FROM AUTHOR]