CYCLICAL CONSIDERATIONS IN THE MARKETING PROBLEM OF THE NEWSPAPER INDUSTRY.

The article discusses the marketing of newspapers. According to the author, publishers of newspapers sell their products in a mass market at a reduced price that does not cover the costs of production. Publishers depend on advertising to cover production costs and to make a profit. The author notes that cyclical patterns in both the advertising and circulation of newspapers can be observed between World War I and World War II. Also discussed is the effect of other media, including television and picture magazines, on newspaper circulation.