Abstract
Abstract Advertisers spend $3 billion a year on help-wanted advertising but have little empirical knowledge about this market. Using data from nine major metropolitan daily newspapers, this study investigates how changes in advertising costs, readership and market share have affected the linage and number of ads published. While revenue to newspapers has soared, linage and the number of help-wanted ads published have stagnated because dramatic price increases have counteracted the equally dramatic rise in readership and market share.
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