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2013 - Association for Education in Journalism and Mass Communication Pages: unavailable || Words: 3881 words || 
1. Dimmick, John. "Diffuse Competition and the Decline in Newspaper Advertising" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 Online <PDF>. 2019-09-18 <>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The paper introduces a concept called diffuse competition and relates measures of this phenomenon fo the decline in newspapers share of all advertising. Although it has been suggested that competition is responsible for this decline,this paper provides the first actual measurement such competition. Time series regression shows a statistically significant negative relationship between the degree of diffuse competition and newspapers share of advertising. The paper also uses curvilinear regression to assess the impact of diffuse competition on newspaper classified advertising. It is suggested that in the current media environment diffuse competition may have more explanatory power than pairwise competitiion.

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