Question 1

National supplements have a higher CPM than newspapers and magazines.

Accepted Answer

The answer of National supplements have a higher CPM than...

Question 2

Classified advertising, despite its annual revenue being in decline, is still the most profitable department of most newspapers.

Accepted Answer

While it is true that the annual revenue of classified advertising is declining, it still remains the most profitable department of most newspapers.

Question 3

Readership among key ________ has failed to keep pace with population growth.

Accepted Answer

The answer of Readership among key ________ has failed to...

Question 4

Comics were so significant that in 1895 the then-titans of journalism, Joseph Pulitzer and William Randolph Hearst, waged a war for ownership of the most popular cartoon of the day, "The Yellow Kid."

Accepted Answer

This statement is true. Pulitzer and Hearst were in fierce competition for readership, and "The Yellow Kid" was a highly popular comic strip at the time.

Question 5

Although the work of the NNN is impressive, it just magnifies the pressing need for an effective and efficient system of national newspaper advertising.

Accepted Answer

The statement refers to the NNN, but without context or clarification on what NNN stands for or its relevance to national newspaper advertising, it's not possible to determine the truthfulness of the statement.

Question 6

Research indicates that people spend about 11 minutes per month on the top 30 newspaper Web sites.

Accepted Answer

The given statement indicates that people spend about 11 minutes per month on the top 30 newspaper websites.

Question 7

Whatever method newspaper executives choose to obtain total market coverage, the purpose is the sameto reach all households in a market whether or not they are newspaper subscribers.

Accepted Answer

The statement is true as it clearly mentions that the purpose of obtaining total market coverage is to reach all households in a market, whether or not they are newspaper subscribers.

Question 8

The purchase of advertising by local advertisers is much more complicated than it is for national advertisers, who deal with a small set of options and price structures.

Accepted Answer

This statement is false. Local advertisers may have more options and price structures to navigate due to the diverse range of media outlets available in each local market. National advertisers, on the other hand, typically work with a handful of major media companies and their standardized pricing and package options.

Question 9

With fewer retail advertisers, the trend in lower total retail advertising dollars appears to be continuing.

Accepted Answer

The statement suggests that there are fewer retail advertisers, which would result in lower total retail advertising dollars. Therefore, the trend of lower advertising dollars is likely to continue.

Question 10

Because newspapers dominated the local market for so long, they failed to develop a so-called ________ mentality to which their more aggressive competitors have ascribed.

Accepted Answer

The answer of Because newspapers dominated the local market for...

Question 11

Under ABC rule, to qualify as paid circulation, copies of a newspaper must be sold for 50 percent or more of the standard subscription price.

Accepted Answer

Under the ABC rule, in order to be considered as paid circulation, copies of a newspaper must be sold for 50 percent or more of the standard subscription price. Therefore, the statement is true.

Question 12

Among the syndicated national Sunday magazine supplements, Parade is distributed by fewer newspapers with larger circulations than the magazine created by USA Today, which is distributed by more newspapers but with a lower total circulation.

Accepted Answer

This statement is true. Parade is distributed by fewer newspapers with larger circulations than the magazine created by USA Today, which is distributed by more newspapers but with a lower total circulation.

Question 13

The success of any vehicles of the ethnic press is largely a function of the revenue they receive from advertising.

Accepted Answer

Revenue from advertising is a significant factor in the success of ethnic press vehicles, as it is the primary source of income for these publications. Without adequate advertising revenue, these vehicles may struggle to sustain their operations and reach their target audience effectively. Hence, the statement is true.

Question 14

Ironically, the newspaper industry supports co-op advertising even though it circumvents the national/local rate differential.

Accepted Answer

The statement is true.

Question 15

Media such as television and the Internet attract readers who no longer look to newspapers as their preferred vehicle for news and information. That change has contributed to the trend of declining ________.

Accepted Answer

The answer of Media such as television and the Internet...

Question 16

Combination rates occur when a publisher allows a national advertiser to receive a reduced rate for purchasing space in a morning and evening paper in one location and/or several newspapers around the nation.

Accepted Answer

Combination rates refer to the practice of offering a reduced rate to advertisers who purchase space in multiple publications or editions. This can include purchasing space in both a morning and evening paper in the same location or across several newspapers in different locations. Thus, the statement is true.

Question 17

A short rate is a type of rate that is always lower than open rates.

Accepted Answer

A short rate is not necessarily always lower than open rates; it refers to a penalty rate charged by insurers when a policy is cancelled before its expiration date, not directly comparable to open rates.

Question 18

Unlike USA Today and the Wall Street Journal, the Chicago Tribune and the Washington Post are ________ advertising media whose ad space is bought much like spot broadcasts to reach specific high-potential markets as a supplement to other primary media.

Accepted Answer

The answer of Unlike USA Today and the Wall Street...

Question 19

For fast-food franchises, newspaper preprints are the major vehicle for distribution of their coupons.

Accepted Answer

Newspaper preprints are commonly used by fast-food franchises to distribute coupons to a wide audience. These preprints are often included with the regular newspaper delivery to households in a given area.

Question 20

List and discuss six steps that newspapers should take to compete with other media in the future.

Accepted Answer

The answer of List and discuss six steps that newspapers...

Quiz 10: Using Newspapers