Around the Net

How Buyers See Newspaper Declines

Media Life, Friday, November 17, 2006 10:45 AM

In an interview about what circulation declines at newspapers mean for media buyers, Jouette Travis, an executive vice president and managing director for Carat, notes that there is plenty of media erosion to go around--including network TV, national news magazines, even the Yellow Pages.

"But newspapers are rich with content," she says. "It's what still makes them powerful. They control the people who create the content." As far as how the circulation losses affect how advertisers' dollars are spent, a big fundamental is efficiency.

If newspapers' overall circulation dropped 2.8%, but some papers lost 8%, they can't hide in the pack anymore. And if circulation is going south, they can't raise rates--although they like to try. "What about the rates for these newspapers with the biggest declines? If your circulation went down, we don't want to see your rates go up 8%," Travis notes. "It's really a matter of coming up with what's fair."

Read the whole story at Media Life »

Next story loading