FOREWORD

Chapters in this book

1. Frontmatter i
2. FOREWORD v
3. PREFACE vii
4. CONTENTS ix
5. EXHIBITS xiii
6. CHAPTER I. Newspapers in a Dynamic World 3
7. PART I. A STUDY OF THE MARKET FOR NATIONAL NEWSPAPER ADVERTISING
8. CHAPTER II. Charting Our Course in a Study of the Market 21
9. CHAPTER III. Some Statistics on the Changes in National Newspaper Advertising 29
10. CHAPTER IV. Attitudes and Media Practices of Large Companies Using Nonselected Distribution 67
11. CHAPTER V. Newspapers as a Supplementary and Special Objective Advertising Medium of Companies Using Nonselected Distribution 89
12. CHAPTER VI. Newspapers as the Basic Advertising Medium of Companies Using Nonselected Distribution 107
13. CHAPTER VII. The Use of Newspapers by Companies Using Selected Distribution 148
14. CHAPTER VIII. Other Newspaper Advertisers 173
15. CHAPTER IX. Summary of the Market for National Advertising in Newspapers 183
16. PART II. THE MARKETING OF NEWSPAPER SPACE AMONG NATIONAL ADVERTISERS
17. CHAPTER X. Characteristics of Newspapers Which Influence Their Marketing 193
18. CHAPTER XI. The Effectiveness of Newspapers’ Marketing of Space–a Summary View 203
19. CHAPTER XII. The Selling Procedures of Newspapers 225
20. CHAPTER XIII. Bases for Improving Sales Procedures 255
21. CHAPTER XIV. Branch Offices and Special Representative Firms 276
22. CHAPTER XV. Cooperative Selling by Groups of Newspapers 310
23. CHAPTER XVI. Newspaper Research: Studies Carried on by Newspapers 350
24. CHAPTER XVII. Newspaper Research: Appraisal of its Effectiveness 390
25. CHAPTER XVIII. The Merchandising Services of Newspapers 405
26. CHAPTER XIX. Problems of Rate Structures 432
27. SOURCE REFERENCES 471
28. INDEX 477