By: Lucia Moses Like real estate values, market-share ranking is often a matter of location, location, location. A new media share analysis by BIA Financial Network Inc., Chantilly, Va., however, found shares varying only slightly from small markets to large (by household, as defined by Nielsen). Newspapers do fare a little better in small and mid-sized markets.
Overall, newspapers garnered 44.2% of local and national ad dollars in 2002, with television getting 30.9%, and radio, 24.9%.
"What I think happens is that there are strong companies of the various media in some of these markets that have historically served the market well, and they have sort of staked their claim there," said BIA Vice President Mark Fratrik, "and I guess that can happen more in smaller markets than in larger markets." Newspapers in markets adjacent to major metro areas often have an advantage, because the big-city broadcast stations tend to dilute the impact of the local stations, he added.
In Lima, Ohio, relatively strong retail sales per household is one reason it's the DMA with the fourth biggest newspaper market as measured by BIA, offered Stephen Johnson, publisher of the 35,353-daily circulation
Lima News. "Almost every retailer is here, or trying to look for land here," he said.
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