LARGE-AGENCY MEDIA SPECIALISTS OPINIONS ON NEWSPAPER ADVERTISING FOR NATIONAL ACCOUNTS

Advertising practitioners' opinions about newspaper advertising for na tional accounts are important to the newspaper industry. Since the mid -twentieth century, newspapers' revenues from national advertising acc ounts have declined steadily. The authors report the results of a surv ey examining what large-agency media specialists think of newspapers a s a national-account advertising medium in comparison with other media options. Findings suggest that newspapers fall short as an advertisin g medium for such accounts on several decisional dimensions, especiall y in comparison with network television, and that judgments about news papers hold constant regardless of the personal, professional, and age ncy backgrounds of the respondents.