| Journal Call no. | P92.A7M45 |
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| Article Title | New front in HK newspaper war as rates slashed. |
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| Is Part Of | Media : Asia's media & marketing newspaper ; 16 Feb 1996, p.1, illus. |
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| Abstract | Hong Kong's Chinese-language newspaper circulation war has escalated into a two-front conflict. In the latest turn of events, some newspaper have upped the stakes by offering deep discounts on their rate cards on condition advertisers omit key competitors from their buying schedule. Others have increased the level of discounting from between five to 15 per cent previously to 10 and 30 per cent now. The escalating war comes amid a decline in overall circulation and a slump in newspapers' share of the adspend pie from 35.2 per cent in 1994 to 29 per cent in 1995. |
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