The impacts of the closure of Stuff on the surviving titles and advertisers: [a dissertation submitted to Auckland University of Technology in partial fulfilment of the requirements for the degree of Master of Business (MBus), 2020] / Peiyu Xu ; supervisor: Lydia Pikyi Cheung.
Author supplied keywords: Newspaper market; Content wordcount; Ratio of advertisement; Gross area of advertsing.
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| Format: | Ethesis |
| Language: | English |
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| Online Access: | Click here to access this resource online |
| Summary: | Author supplied keywords: Newspaper market; Content wordcount; Ratio of advertisement; Gross area of advertsing. The closure of Stuff has brought significant impact on the market and we aim to empirically analyze the response of surviving newspaper titles. We create our original dataset by manually collecting data, in terms of content wordcount, advertising ratio, and gross area of advertisement, from websites of eight newspaper titles. To make a comparison, we divide the eight newspaper titles into two groups: treatment and control. By running the DID model, we find that: first, titles in the treatment group did not expand content wordcount, however, content wordcount increases overall after the closure of Stuff. Second, surviving titles increase advertising space in response to Stuff's exit. |
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| Physical Description: | 1 online resource |
| Bibliography: | Includes bibliographical references. |