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Rate-Setting Procedures for Preprint Advertising at Nondaily Newspapers

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  • Ken Smith
  • Eric Wiltse

Abstract

In this study of 117 nondaily newspapers, we found 9 methods used to set preprint advertising rates. The most common method is cost-based pricing. However, nondailies add up only the costs directly involved in distributing the preprint and do not use any other costs in the equation. Rate setting for preprints differed significantly from rate setting for run of the press (ROP) at nondailies in that ROP pricing takes into account all of the costs of producing a newspaper. Circulation, ownership, and competition all affected preprint pricing.

Suggested Citation

  • Ken Smith & Eric Wiltse, 2005. "Rate-Setting Procedures for Preprint Advertising at Nondaily Newspapers," Journal of Media Economics, Taylor & Francis Journals, vol. 18(1), pages 55-66.
    • Handle: RePEc:taf:jmedec:v:18:y:2005:i:1:p:55-66
    DOI: 10.1207/s15327736me1801_4
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    Cited by:

    1. Adithya Pattabhiramaiah & S. Sriram & Shrihari Sridhar, 2018. "Rising Prices Under Declining Preferences: The Case of the U.S. Print Newspaper Industry," Marketing Science, INFORMS, vol. 37(1), pages 97-122, January.

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