Competition for Circulation Among Canadian Daily vs. Weekly, and Paid vs. Free Newspapers

Abstract

This study examines the competition for readers between daily and weekly newspapers, and between paid and free newspapers in Canada. Results showed that daily and weekly newspapers were competitive with each other and had a substitutes relationship. The influence of daily newspapers on weekly newspapers was greater than the influence of weekly newspapers on daily newspapers, and the pressure of umbrella competition in Canada was found to be a downward rather than an upward influence. Regarding the relationship between paid dailies and free weekly newspapers, umbrella competition was confirmed and a substitute relationship was found between the two. The pressure from paid dailies to free dailies was by far greater than vice versa, and there was downward pressure from dailies to weeklies. In the relationship between paid weekly newspapers and free daily newspapers, no competitive relationship was found between the two, and the two did not influence each other. Key words: Canadian newspaper industry, competition for readers, umbrella competition model, daily vs. weekly, paid vs. free