advertising – Page 4 – purple motes

historic patterns of paying for content

Compared to periodicals, newspapers have developed a business model much less propitious for profitably distributing content in a digital world. Most of newspapers’ revenue historically has come from newspaper establishments integrated with the business of printing. A much larger share of periodicals’ revenue has come from publishing establishments not integrated into printing. Accounting for frequency … Continue reading historic patterns of paying for content

the effects of new advertising media

New advertising media have had remarkably little effect on aggregate advertising expenditure. In 1919, total U.S. advertising expenditure was 2.5% of U.S. GDP. The corresponding figure in 2007 was 2.0% of GDP. Advertising spending as a share of GDP is cyclical, and in 2000 the advertising share reached 2.5% of GDP. But from 1919 to … Continue reading the effects of new advertising media

Robert J. Coen, advertising data hero

Advertising expenditure data by media for the U.S. from 1935 to 2007 are publicly available mainly because of Robert J. Coen. In 1935, L.D.H. Weld, Director of Research for McCann-Erickson and formerly Professor of Business Administration, Sheffield Scientific School, Yale University, published advertising data in the magazine Printers’ Ink. Weld died in 1946. Robert J. … Continue reading Robert J. Coen, advertising data hero

alternate estimates of U.S. advertising expenditure

Coen’s estimates of total U.S. advertising expenditure from 1996 to 2006 are roughly comparable to estimates derived from Census data and IRS data. The Coen estimates are about 35% higher than estimates from Census data and about 8% lower than estimates from IRS data. The Census-based advertising estimates come from annual surveys of establishments’ revenues. … Continue reading alternate estimates of U.S. advertising expenditure

U.S. newspapers' revenue structure, 1880-2007

Traditional print newspapers’ current troubles have roots early in the twentieth century. In 1880, newspapers’ revenue structure was quite diversified. Subscription revenue and print revenue was evenly balanced, with each accounting for about 40% of total revenue. Other revenue (job printing, book binding, and other miscellaneous revenue sources) amounted to about 20% of total revenue. … Continue reading U.S. newspapers' revenue structure, 1880-2007