Date of Award
2009
Degree Name
Journalism
College
W. Page Pitt School of Journalism and Mass Communication
Type of Degree
M.A.J.
Document Type
Thesis
First Advisor
Dr. Christopher Swindell, Chair
Second Advisor
Prof. Robert Rabe
Third Advisor
Prof. Janet Dooley
Abstract
Newspapers have turned to niche, or specialty, publications as a way to boost revenue and readership since the popularity of the Internet and the rapidly changing ways of news delivery left many awash in a sea of red ink beginning in the mid 1990s. There is little empirical evidence that these publications benefit the host newspaper. This study is an attempt to add to that bank of knowledge. Editors, publishers and advertising managers in Utah and West Virginia were invited by e-mail to answer a Web-based survey about the popularity of niche publications among their readers and staffs. The study also asked respondents to gauge how profitable they believe niche publications are. Results of the 31-question survey show overwhelming support for niche publications and suggest adding them may cause a significant increase in revenue.
Subject(s)
Advertising -- Newspapers
Newspaper -- Circulation
Recommended Citation
Weible, Hilary Groutage, "Niche Publications: Their Popularity and Profitability at Newspapers in Utah and West Virginia" (2009). Theses, Dissertations and Capstones. 1383.
https://mds.marshall.edu/etd/1383
Included in
Advertising and Promotion Management Commons, Finance and Financial Management Commons, Journalism Studies Commons, Marketing Commons, Mass Communication Commons
