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1993•Journal of AdvertisingRequires access

Understanding the Economic Factors Affecting Help-Wanted Advertising

Jay Zagorsky

Open publisher page 3 citations

Abstract

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, linage 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.

About this research paper

What this paper is about

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, linage 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.

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OpenAlex reports 3 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

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, linage 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.

Key concepts: Audience measurement, Advertising, Newspaper, Revenue, Metropolitan area, Business, Market share, Marketing

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