TY - JOUR
T1 - Opposites apart
T2 - Explaining differential revenues between china's party and mass‐appeal newspapers
AU - Huailin, Chen
AU - Zhongshi, Guo
N1 - Copyright:
Copyright 2019 Elsevier B.V., All rights reserved.
PY - 1998
Y1 - 1998
N2 - This research paper examines the emergence of an advertising revenue gap between party and mass‐appeal newspapers in China, and analyses its political and economic antecedents. It finds that traditionally dominant communist party newspapers are falling increasingly far behind their mass‐appeal counterparts in advertising dollars. The revenue gap formed is common across different regions, consistent in timing, and invariant in scale. Based on longitudinal data, the analysis shows that a suitable explanation for the observed revenue polarization lies in the combined impact from advertising market maturity, shifts in government policy, and the changing media system and operating environment.
AB - This research paper examines the emergence of an advertising revenue gap between party and mass‐appeal newspapers in China, and analyses its political and economic antecedents. It finds that traditionally dominant communist party newspapers are falling increasingly far behind their mass‐appeal counterparts in advertising dollars. The revenue gap formed is common across different regions, consistent in timing, and invariant in scale. Based on longitudinal data, the analysis shows that a suitable explanation for the observed revenue polarization lies in the combined impact from advertising market maturity, shifts in government policy, and the changing media system and operating environment.
UR - http://www.scopus.com/inward/record.url?scp=85064293433&partnerID=8YFLogxK
U2 - 10.1080/01292989809364764
DO - 10.1080/01292989809364764
M3 - Journal article
AN - SCOPUS:85064293433
SN - 0129-2986
VL - 8
SP - 70
EP - 99
JO - Asian Journal of Communication
JF - Asian Journal of Communication
IS - 2
ER -