SELECTION OF NEWSPAPERS FOR GROCERY PRODUCTS ADVERTISING.

The article presents an analysis of grocery store advertising and the process of selecting between a city's two primary newspapers in which to advertise. The article's definition of 'grocery products' is provided. A multiple regression analysis is provided which considers newspaper circulation and retailer preference. Charts are presented which track the 'grocery product linage' for twenty U.S. cities' leading newspapers. The final results find newspaper circulation and retailer preference are the primary decision making factors influencing media advertising.