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

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Dissertation(1.04 MB)

Date

2020

Authors

Supervisor

Cheung, Lydia Pikyi

Item type

Dissertation

Degree name

Master of Business

Journal Title

Journal ISSN

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

Publisher's version

Rights statement

Permanent link

https://hdl.handle.net/10292/13753

Collections

Masters Dissertations