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- Title
RECENT TRENDS IN PERIODICAL PUBLISHING.
- Authors
Burkart, A.J.
- Abstract
The last six years have seen considerable changes in the structure of the periodical publishing industry. In particular, there appears to have been a marked concentration of ownership. This article proposes to examine these changes (with particular reference to ease of entry to the industry) in so far as they affect consumer periodicals, that is to say, excluding periodicals serving primarily a trade or profession. The sales of consumer periodicals in the Great Britain amounted in 1960 to more than 35,000,000 copies per week in the case of weekly periodicals and to more than 20,000,000 copies per month for monthlies. The periodicals thus form the largest single section of the press by the criterion of number of copies sold. They carried 39,000,000 pounds of advertising expenditure, equivalent to 8.6 per cent of all advertising. While expenditure on advertising in periodicals has been steadily increasing, their share of total advertising expenditure has been declining since the advent of commercial television.
- Subjects
UNITED Kingdom; PERIODICAL publishing; ECONOMIC trends; MARKETING of periodicals; ADVERTISING of periodicals; PUBLISHING; ADVERTISING spending
- Publication
Journal of Industrial Economics, 1964, Vol 13, Issue 1, p11
- ISSN
0022-1821
- Publication type
Article
- DOI
10.2307/2097523