UNDERSTANDING THE ECONOMIC-FACTORS AFFECTING HELP-WANTED ADVERTISING

Advertisers spend $3 billion a year on help-wanted advertising but hav e little empirical knowledge about this market. Using data from nine m ajor metropolitan daily newspapers, this study investigates how change s in advertising costs, readership and market share have affected the linage and number of ads published. While revenue to newspapers has so ared, linage and the number of help-wanted ads published have stagnate d because dramatic price increases have counteracted the equally drama tic rise in readership and market share.