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dc.contributor.authorTang, Yihui (Elina)en_US
dc.contributor.authorSridhar, Shriharien_US
dc.contributor.authorThorson, Estheren_US
dc.contributor.authorMantrala, Murali K.en_US
dc.date.accessioned2019-09-30T17:09:27Z
dc.date.available2019-09-30T17:09:27Z
dc.date.issued2011
dc.identifier.urihttps://commons.lib.niu.edu/handle/10843/20496
dc.description.abstractAs the world embraces the Internet for media consumption, the concept of a hybrid newspaper—a printed newspaper with a companion Web site—is becoming more prevalent. Many hope that online advertising revenue (OAR) will help newspapers make up for losses in print (offline) revenue. However, there is little research that has empirically investigated whether and how investment in the “bricks” (i.e., the newsroom staff and resources that produce news content) will help to build “clicks” (i.e., more online visitors and, subsequently, OAR). This article examines the issue via an econometric analysis of 12 years of longitudinal data from a hybrid newspaper. The results show that the basic success of the clicks model depends on the investment in the bricks of the newspaper (i.e., its newsroom). Specifically, although news gathering is a very expensive part of the news business, it is also a creator of value and directly brings in OAR in addition to print advertising revenue. Therefore, as newspapers seek to capture more OAR, they may need to increase, rather than decrease, investment levels in the newsroom.en_US
dc.language.isoen_USen_US
dc.publisherRoutledgeen_US
dc.subjectmedia managementen_US
dc.subjectsalesen_US
dc.subjectonline advertisingen_US
dc.subjectmarketing resource allocationen_US
dc.subjectnewspaperen_US
dc.titleThe Bricks That Build the Clicks: Newsroom Investments and Newspaper Online Performanceen_US
dc.type.genreArticleen_US
dc.typeTexten_US
dc.contributor.departmentDepartment of Marketingen_US
dc.rights.statementIn Copyrighten_US


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