A demand-side view of media substitutability in national advertising: A study of advertiser opinions about traditional media options

Journalism and Mass Communication Quaterly

Volumn 77, Issue 2, 2000, Pages 292-307

  Reid, Leonard N ^a   King, Karen Whitehill ^a  

^a UNIVERSITY OF GEORGIA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0040807384     PISSN: 10776990     EISSN: None     Source Type: Journal    
DOI: 10.1177/107769900007700205     Document Type: Review

References (48)

1. See, for example, Donald W. Jugenheimer, Arnold M. Barban, and Peter B. Turk, Advertising Media: Strategy and Tactics (Dubuque, IA: Wm. C. Brown Communications, Inc. 1992), 41-48; Dean M. Krugman, Leonard N. Reid, S. Watson Dunn, and Arnold M. Barban, Advertising: It's Role in Modern Marketing, 8th. ed. (Ft. Worth, TX: The Dryden Press, 1994), 119-22; Robert G. Picard, Media Economics: Concepts and Issues (Newbury Park, CA: Sage Publications, 1989), 21-26.
2. See, for example, Donald W. Jugenheimer, Arnold M. Barban, and Peter B. Turk, Advertising Media: Strategy and Tactics (Dubuque, IA: Wm. C. Brown Communications, Inc. 1992), 41-48; Dean M. Krugman, Leonard N. Reid, S. Watson Dunn, and Arnold M. Barban, Advertising: It's Role in Modern Marketing, 8th. ed. (Ft. Worth, TX: The Dryden Press, 1994), 119-22; Robert G. Picard, Media Economics: Concepts and Issues (Newbury Park, CA: Sage Publications, 1989), 21-26.
3. See, for example, Donald W. Jugenheimer, Arnold M. Barban, and Peter B. Turk, Advertising Media: Strategy and Tactics (Dubuque, IA: Wm. C. Brown Communications, Inc. 1992), 41-48; Dean M. Krugman, Leonard N. Reid, S. Watson Dunn, and Arnold M. Barban, Advertising: It's Role in Modern Marketing, 8th. ed. (Ft. Worth, TX: The Dryden Press, 1994), 119-22; Robert G. Picard, Media Economics: Concepts and Issues (Newbury Park, CA: Sage Publications, 1989), 21-26.
4. John C. Busterna, "The Cross-Elasticity of Demand For National Newspaper Advertising," Journalism Quarterly 64 (summer/autumn 1987): 346-51; Picard, Media Economics: Concepts and Issues.
5. John C. Busterna, "The Cross-Elasticity of Demand For National Newspaper Advertising," Journalism Quarterly 64 (summer/autumn 1987): 346-51; Picard, Media Economics: Concepts and Issues.
6. Picard, Media Economics: Concepts and Issues, 24.
7. Jugenheimer, Barban, and Turk, Advertising Media: Strategy and Tactics, 130-63; Picard, Media Economics: Concepts and Issues, 24-26.
8. Jugenheimer, Barban, and Turk, Advertising Media: Strategy and Tactics, 130-63; Picard, Media Economics: Concepts and Issues, 24-26.
9. Jugenheimer, Barban, and Turk, Advertising Media: Strategy and Tactics.
10. Mary Alice Sentman, "When the Newspaper Closes: A Case Study of What Advertisers Do," Journalism Quarterly 63 (winter 1986): 757-62.
11. Ken Smith, "Advertisers' Media Selection in Small Newspaper Markets," Newspaper Research Journal 19 (winter 1998): 30-44;
12. "International Competition for Advertising in Small Daily Markets," Journal of Media Economics 8 (winter 1995): 29-45.
13. Glen T. Cameron, Glen J. Nowak, and Dean M. Krugman, "The Competitive Position of Newspapers in the Local Retail Market," Newspaper Research Journal 14 (summer-fall 1993): 70-81.
14. James M. Ferguson, "Daily Newspaper Advertising Rates, Local Media Cross-Ownership, Newspaper Chains, and Media Competition," Journal of Law and Economics 26 (October 1983): 635-54.
15. Alan B. Albarran and John W. Dimmick, "An Assessment of Utility and Competitive Superiority in the Video Entertainment Industries," Journal of Media Economics 6 (fall 1993): 45-51.
16. John W. Dimmick, "The Theory of Niche and Spending on Mass Media: The Case of the Video Revolution," Journal of Media Economics 10 (fall 1997): 33-43.
17. Busterna, "The Cross-Elasticity of Demand."
18. As pointed out by one of the reviewers of this article, there are reasons to criticize the Busterna study. These include methodological problems such as the use of probability statistics (i.e., regression analysis) with a non-probability sample and the high ratio of cases to variables (i.e., five to one), which could explain the high r-squared found. In addition, changes have taken place in the media since the study was published in 1987 that might impact the results (e.g., the success of USA Today, a truly national newspaper, and the increased fragmentation of TV audiences).
19. John Dimmick and Eric Rothenbuhler, "The Theory of the Niche: Quantifying Competition Among Media Industries," Journal of Communication (winter 1984): 103-119; Stephen Lacy, "Competition Among Metropolitan-Daily, Small Daily, and Weekly Newspapers," Journalism Quarterly 61 (autumn 1984): 640-44; Bruce M. Owen, Economics and Freedom of Expression, (Cambridge, MA: Ballinger Publishing Co., 1975); James N. Rosse, "The Decline of Direct Newspaper Competition," Journal of Communication (spring 1980): 65-71.
20. John Dimmick and Eric Rothenbuhler, "The Theory of the Niche: Quantifying Competition Among Media Industries," Journal of Communication (winter 1984): 103-119; Stephen Lacy, "Competition Among Metropolitan-Daily, Small Daily, and Weekly Newspapers," Journalism Quarterly 61 (autumn 1984): 640-44; Bruce M. Owen, Economics and Freedom of Expression, (Cambridge, MA: Ballinger Publishing Co., 1975); James N. Rosse, "The Decline of Direct Newspaper Competition," Journal of Communication (spring 1980): 65-71.
21. John Dimmick and Eric Rothenbuhler, "The Theory of the Niche: Quantifying Competition Among Media Industries," Journal of Communication (winter 1984): 103-119; Stephen Lacy, "Competition Among Metropolitan-Daily, Small Daily, and Weekly Newspapers," Journalism Quarterly 61 (autumn 1984): 640-44; Bruce M. Owen, Economics and Freedom of Expression, (Cambridge, MA: Ballinger Publishing Co., 1975); James N. Rosse, "The Decline of Direct Newspaper Competition," Journal of Communication (spring 1980): 65-71.
22. John Dimmick and Eric Rothenbuhler, "The Theory of the Niche: Quantifying Competition Among Media Industries," Journal of Communication (winter 1984): 103-119; Stephen Lacy, "Competition Among Metropolitan-Daily, Small Daily, and Weekly Newspapers," Journalism Quarterly 61 (autumn 1984): 640-44; Bruce M. Owen, Economics and Freedom of Expression, (Cambridge, MA: Ballinger Publishing Co., 1975); James N. Rosse, "The Decline of Direct Newspaper Competition," Journal of Communication (spring 1980): 65-71.
23. Busterna, "The Cross-Elasticity of Demand," 348.
24. Busterna, "The Cross-Elasticity of Demand," 349.
25. Busterna, "The Cross-Elasticity of Demand," 350.
26. Dimmick and Rothenbuhler, "The Theory of the Niche"; Lacy, "Competition Among Metropolitan-Daily, Small Daily, and Weekly Newspapers."
27. Dimmick and Rothenbuhler, "The Theory of the Niche"; Lacy, "Competition Among Metropolitan-Daily, Small Daily, and Weekly Newspapers."
28. Dimmick and Rothenbuhler, "The Theory of the Niche"; Lacy, "Competition Among Metropolitan-Daily, Small Daily, and Weekly Newspapers."
29. Dimmick and Rothenbuhler, "The Theory of the Niche"; Lacy, "Competition Among Metropolitan-Daily, Small Daily, and Weekly Newspapers."
30. Busterna, "The Cross-Elasticity of Demand."
31. "100 Leading National Advertisers," Advertising Age, 30 September 1996, S4; Standard Directory of Advertisers (New Providence, NJ: Reed Publishing [USA], Inc., 1996).
32. "100 Leading National Advertisers," Advertising Age, 30 September 1996, S4; Standard Directory of Advertisers (New Providence, NJ: Reed Publishing [USA], Inc., 1996).
33. See, for example, Robert H. Ducoffe, Dennis Sandler, and Eugene Secunda, "A Survey of Senior Agency, Advertiser, and Media Executives," Journal of Current Issues and Research in Advertising 18 (spring 1996): 1-19; Alice Gagnard and Jay Schwartz, "Top American Advertising Managers View Agencies and Research," Journal of Advertising Research 28 (December 1989/ January 1990): 35-40; Douglas W. LaBahn, "Advertiser Perceptions of Fair Compensation, Confidentiality," Journal of Advertising Research 36 (March/ April 1996): 28-37; Darrel D. Muehling, Donald E. Stem, Jr., and Perhr Raven, "Comparative Advertising: Views From Advertisers, Agencies, Media, and Policy Makers," Journal of Advertising Research 29 (October/November 1989): 38-48; Charles H. Patti and John P. McDonald, "Corporate Advertising: Processes, Practices, and Perspectives," Journal of Advertising 14 (winter 1985): 42-49.
34. See, for example, Robert H. Ducoffe, Dennis Sandler, and Eugene Secunda, "A Survey of Senior Agency, Advertiser, and Media Executives," Journal of Current Issues and Research in Advertising 18 (spring 1996): 1-19; Alice Gagnard and Jay Schwartz, "Top American Advertising Managers View Agencies and Research," Journal of Advertising Research 28 (December 1989/ January 1990): 35-40; Douglas W. LaBahn, "Advertiser Perceptions of Fair Compensation, Confidentiality," Journal of Advertising Research 36 (March/ April 1996): 28-37; Darrel D. Muehling, Donald E. Stem, Jr., and Perhr Raven, "Comparative Advertising: Views From Advertisers, Agencies, Media, and Policy Makers," Journal of Advertising Research 29 (October/November 1989): 38-48; Charles H. Patti and John P. McDonald, "Corporate Advertising: Processes, Practices, and Perspectives," Journal of Advertising 14 (winter 1985): 42-49.
35. See, for example, Robert H. Ducoffe, Dennis Sandler, and Eugene Secunda, "A Survey of Senior Agency, Advertiser, and Media Executives," Journal of Current Issues and Research in Advertising 18 (spring 1996): 1-19; Alice Gagnard and Jay Schwartz, "Top American Advertising Managers View Agencies and Research," Journal of Advertising Research 28 (December 1989/ January 1990): 35-40; Douglas W. LaBahn, "Advertiser Perceptions of Fair Compensation, Confidentiality," Journal of Advertising Research 36 (March/ April 1996): 28-37; Darrel D. Muehling, Donald E. Stem, Jr., and Perhr Raven, "Comparative Advertising: Views From Advertisers, Agencies, Media, and Policy Makers," Journal of Advertising Research 29 (October/November 1989): 38-48; Charles H. Patti and John P. McDonald, "Corporate Advertising: Processes, Practices, and Perspectives," Journal of Advertising 14 (winter 1985): 42-49.
36. See, for example, Robert H. Ducoffe, Dennis Sandler, and Eugene Secunda, "A Survey of Senior Agency, Advertiser, and Media Executives," Journal of Current Issues and Research in Advertising 18 (spring 1996): 1-19; Alice Gagnard and Jay Schwartz, "Top American Advertising Managers View Agencies and Research," Journal of Advertising Research 28 (December 1989/ January 1990): 35-40; Douglas W. LaBahn, "Advertiser Perceptions of Fair Compensation, Confidentiality," Journal of Advertising Research 36 (March/ April 1996): 28-37; Darrel D. Muehling, Donald E. Stem, Jr., and Perhr Raven, "Comparative Advertising: Views From Advertisers, Agencies, Media, and Policy Makers," Journal of Advertising Research 29 (October/November 1989): 38-48; Charles H. Patti and John P. McDonald, "Corporate Advertising: Processes, Practices, and Perspectives," Journal of Advertising 14 (winter 1985): 42-49.
37. See, for example, Robert H. Ducoffe, Dennis Sandler, and Eugene Secunda, "A Survey of Senior Agency, Advertiser, and Media Executives," Journal of Current Issues and Research in Advertising 18 (spring 1996): 1-19; Alice Gagnard and Jay Schwartz, "Top American Advertising Managers View Agencies and Research," Journal of Advertising Research 28 (December 1989/ January 1990): 35-40; Douglas W. LaBahn, "Advertiser Perceptions of Fair Compensation, Confidentiality," Journal of Advertising Research 36 (March/ April 1996): 28-37; Darrel D. Muehling, Donald E. Stem, Jr., and Perhr Raven, "Comparative Advertising: Views From Advertisers, Agencies, Media, and Policy Makers," Journal of Advertising Research 29 (October/November 1989): 38-48; Charles H. Patti and John P. McDonald, "Corporate Advertising: Processes, Practices, and Perspectives," Journal of Advertising 14 (winter 1985): 42-49.
38. George E. Belch and Michael A. Belch, Introduction to Advertising and Promotion, 2d ed. (Homewood, IL: Irwin, Inc., 1993); Krugman et al., Advertising: Its Role in Modern Marketing; William Wells, John Burnett, and Sandra Moriarty, Advertising Principles and Practice, 2d ed. (Englewood Cliffs, NJ: Prentice-Hall, 1992).
39. George E. Belch and Michael A. Belch, Introduction to Advertising and Promotion, 2d ed. (Homewood, IL: Irwin, Inc., 1993); Krugman et al., Advertising: Its Role in Modern Marketing; William Wells, John Burnett, and Sandra Moriarty, Advertising Principles and Practice, 2d ed. (Englewood Cliffs, NJ: Prentice-Hall, 1992).
40. George E. Belch and Michael A. Belch, Introduction to Advertising and Promotion, 2d ed. (Homewood, IL: Irwin, Inc., 1993); Krugman et al., Advertising: Its Role in Modern Marketing; William Wells, John Burnett, and Sandra Moriarty, Advertising Principles and Practice, 2d ed. (Englewood Cliffs, NJ: Prentice-Hall, 1992).
41. Busterna, "The Cross-Elasticity of Demand."
42. Bob Watson, "Newspaper Myth-Busting," Agency 8 (fall 1998): 60-61.
43. Karen Whitehill King and Leonard N. Reid, "Selecting Media for National Accounts: Factors of Importance to Agency Media Specialists," Journal of Current Issues and Research in Advertising 19 (fall 1997): 55-64; John D. Leckenby and Heejin Kim, "How Media Directors View Reach/Frequency Estimation: Now and a Decade Ago," Journal of Advertising Research 34 (September/October 1994): 9-21; Glen J. Nowak, Glen T. Cameron, and Dean M. Krugman, "How Local Advertisers Choose and Use Advertising Media," Journal of Advertising Research 33 (November/December 1993): 39-49.
44. Karen Whitehill King and Leonard N. Reid, "Selecting Media for National Accounts: Factors of Importance to Agency Media Specialists," Journal of Current Issues and Research in Advertising 19 (fall 1997): 55-64; John D. Leckenby and Heejin Kim, "How Media Directors View Reach/Frequency Estimation: Now and a Decade Ago," Journal of Advertising Research 34 (September/October 1994): 9-21; Glen J. Nowak, Glen T. Cameron, and Dean M. Krugman, "How Local Advertisers Choose and Use Advertising Media," Journal of Advertising Research 33 (November/December 1993): 39-49.
45. Karen Whitehill King and Leonard N. Reid, "Selecting Media for National Accounts: Factors of Importance to Agency Media Specialists," Journal of Current Issues and Research in Advertising 19 (fall 1997): 55-64; John D. Leckenby and Heejin Kim, "How Media Directors View Reach/Frequency Estimation: Now and a Decade Ago," Journal of Advertising Research 34 (September/October 1994): 9-21; Glen J. Nowak, Glen T. Cameron, and Dean M. Krugman, "How Local Advertisers Choose and Use Advertising Media," Journal of Advertising Research 33 (November/December 1993): 39-49.
46. Busterna, "The Cross-Elasticity of Demand," 351.
47. See http://www.mccann.com/cgi-bin/detail.cgi
48. MPA The Magazine Handbook 68 (New York: Magazine Publishers of America, 19), 11.