Rate-Setting Procedures for Preprint Advertising at Nondaily Newspapers

Ken Smith and Eric Wiltse

Journal of Media Economics, 2005, vol. 18, issue 1, 55-66

Abstract: In this study of 117 nondaily newspapers, we found 9 methods used to set preprint advertising rates. The most common method is cost-based pricing. However, nondailies add up only the costs directly involved in distributing the preprint and do not use any other costs in the equation. Rate setting for preprints differed significantly from rate setting for run of the press (ROP) at nondailies in that ROP pricing takes into account all of the costs of producing a newspaper. Circulation, ownership, and competition all affected preprint pricing.

Date: 2005
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DOI: 10.1207/s15327736me1801_4

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