Cheung, Lydia PikyiXu, Peiyu2020-10-292020-10-2920202020https://hdl.handle.net/10292/13753The 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 exitenNewspaper marketContent wordcountRatio of advertisementGross area of advertsingDissertationOpenAccess2020-10-29