Do Managers Forecast the Newspaper Industry's Economy?

Autor:	Gerald C. Stone, Virginia Roark
Rok vydání:	1994
Předmět:	General state Economics and Econometrics Economy Communication Economics Unemployment rate Advertising Gross national product Newspaper
Zdroj:	Journal of Media Economics. 7:29-38
ISSN:	1532-7736 0899-7764
DOI:	10.1207/s15327736me0702_3
Popis:	This study considers whether newspapers' employment decisions are predictors of the general state of the economy. The editorial help-wanted section of the weekly trade publication, Editor & Publisher (E & P), was used to measure newspapers' decisions about hiring, and correlation was sought with the gross national product (GNP) across 30 years. The highest correlation was between the ads and the GNP 6 months before the ads appeared. A multiple-regression model using newspaper advertising expenditures, the GNP, and the unemployment rate to predict the editorial classified ads was significant. However, when total newspaper advertising expenditures were broken into national, retail, and classified expenditures, only retail expenditures correlated significantly with E & P employment ads.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::fb974e5eefab4fa06c077495c6dec2b9 https://doi.org/10.1207/s15327736me0702_3 Zobrazit plný text záznamu Plný text ve formátu PDF