NEWSPAPER SELECTION: Optimization through Geographic Analysis

January 2008

In large markets with many newspapers, determining the optimal combination of publications can initially appear to be a daunting puzzle. In “Newspaper Selection: Optimization through Geographic Analysis”, we show how examining variations in target and geographic coverage can clarify the best combination of publications.  Even within a single metro area, coverage and circulation of publications can differ greatly by county. The consideration of delivery by county can be a key aspect of efficient, effective media planning and buying.

To demonstrate, we examine the New York marketplace, which has one of the largest varieties of newspapers. A publication that holds a dominant role in one county may be marginal in other counties. An analysis by county can uncover these variations and facilitate an otherwise complex choice.

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