The Impacts of the Closure of Stuff On the Surviving Titles and Advertisers

Date
2020
Authors
Xu, Peiyu
Supervisor
Cheung, Lydia Pikyi
Item type
Dissertation
Degree name
Master of Business
Journal Title
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Volume Title
Publisher
Auckland University of Technology
Abstract

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

Description
Keywords
Newspaper market , Content wordcount , Ratio of advertisement , Gross area of advertsing
Source
DOI
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