Survey: Publishers Most Fear Other Papers

By: Lucia Moses Ask many publishers where their market share is going, and the answer you're likely to get is radio. Yet in a survey by Merrill Lynch of 12 major-market dailies, most said other newspapers, not radio, are their number-one threat. Others listed local TV and direct mail as their top competitors.

While most respondents saw greatest reach as their advantage over other media, few viewed their medium as being the most cost-effective or influential on shopping decisions. Price and creative limitations were the most-cited challenges in selling the medium.

Newspapers were joined by TV and radio in saying that while they have been able to raise ad rates at the same pace as in the past, discounting is prevalent.

Most respondents reported department-store ads and recruitment were declining, but many looked for growth in the telecom, furniture/home improvement and furnishings, and auto categories over the next year.