Affluent women's consumer magazines: using the theory of the niche to explain advertiser spending

dc.contributor.author Phillips, Lindsay
dc.contributor.department Greenlee School of Journalism and Communication
dc.date 2020-06-17T02:42:03.000
dc.date.accessioned 2020-06-30T08:13:59Z
dc.date.available 2020-06-30T08:13:59Z
dc.date.copyright Sat Jan 01 00:00:00 UTC 2005
dc.date.issued 2005-01-01
dc.description.abstract <p>The purpose of this study was to determine the extent to which the theory of the niche could be applied to explain media buying in competing lifestyle consumer magazine sub-classifications. A content analysis was conducted of four competing magazines published from 2001 to 2004 to determine the extent to which competing magazine sub-classifications rely on the same advertising resources to ensure continued survival. The levels of niche breadth and niche overlap were calculated for the competing magazines. The findings from this study, while not entirely consistent with the theory of the niche, provide a framework for the understanding of media buying changes and competition amongst competing magazine sub-classifications over time. The findings also indicate that more research into competing magazine sub-classifications could better determine the extent to which the theory of the niche could explain competition and coexistence on the sub-population level with media.</p>
dc.format.mimetype application/pdf
dc.identifier archive/lib.dr.iastate.edu/rtd/19215/
dc.identifier.articleid 20214
dc.identifier.contextkey 18125304
dc.identifier.doi https://doi.org/10.31274/rtd-20200616-108
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath rtd/19215
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/73201
dc.language.iso en
dc.source.bitstream archive/lib.dr.iastate.edu/rtd/19215/Phillips_ISU_2005_P45.pdf|||Fri Jan 14 21:53:44 UTC 2022
dc.subject.keywords Journalism and mass communication
dc.title Affluent women's consumer magazines: using the theory of the niche to explain advertiser spending
dc.type article
dc.type.genre thesis
dspace.entity.type Publication
relation.isOrgUnitOfPublication a90aa4f9-cd8d-4028-bba5-91b31d745f15
thesis.degree.discipline Journalism and Mass Communication
thesis.degree.level thesis
thesis.degree.name Master of Science
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