A Multifactor Matrix Approach to Evaluating Circulation Markets
Keyword(s):
The article develops a framework for market evaluation and strategic planning by newspaper circulation departments with emphasis on identifying opportunities for circulation growth, allocation of resources and market targeting based on priority. The matrix approach has the advantage of using terms and questions familiar to managers without being overly mathematical; its weakness is relying on subjective judgments.
2020 ◽
Vol 498
(3)
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pp. 3368-3373
1973 ◽
Vol 95
(3)
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pp. 744-750
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Keyword(s):
2004 ◽
Vol 115
(1/2)
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pp. 383-393
Keyword(s):
2006 ◽
Vol 20
(5)
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pp. 573-601
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