Magazine article Editor & Publisher

How Well Do You REALLY Know the Newspaper Industry? Take Economist Robert Picard's Test

Magazine article Editor & Publisher

How Well Do You REALLY Know the Newspaper Industry? Take Economist Robert Picard's Test

Article excerpt

Robert G. Picard, the well-known media economist, has developed a test about the economic and financial conditions of U.S. newspapers that he gave to attendees at a recent industry conference.

Take it yourself, and see how you do:

1. The average newspaper circulation is about(a) 150,000(b) 110,000(c) 85,000(d) 50,000(e) 35,000

2. Newspaper penetration per population(a) Has remained relatively stable(b) Dropped suddenly in after 2000(c) Dropped suddenly in the mid 1990s(d) Began declining steadily beginning in 1980s (e) Has declined at a steady pace for 50 years

3. Newspaper advertising income reached an all time high of $49.3 billion in(a) 2006(b) 1999(c) 1993(d) 1989(e) 1984

4. Adjusted for inflation, advertising income in newspapers is(a) About the same as in 1950(b) 1.5 times lower than in 1950(c) 2.5 times lower than in 1950(d) 1.5 times higher than in 1950(e) 2.5 times higher than in 1950

5. Since 2000, classified advertising has declined about(a) 10 percent(b) 25 percent(c) 50 percent(d) 75 percent(e) None of the above

6. Income from online newspaper advertising has replaced which portion of lost income from print classified advertising(a) 15 percent(b) 30 percent(c) 45 percent(d) 60 percent(e) 75 percent

7. …

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