While some elite newspapers may survive declining readership by marketing the quality of their audience to advertisers, most newspapers must depend on a broadly based audience and high-household penetration.

Question

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Elite newspapers, such as The New York Times or The Wall Street Journal, may be able to survive declining readership by emphasizing the quality and influence of their audience to advertisers. However, for most newspapers, the key to survival is maintaining a large and diverse readership that reaches a high percentage of households in their market. This allows them to sell advertising to a wide range of businesses and maintain revenue streams necessary to sustain their operations.

While Some Elite Newspapers May Survive Declining Readership by Marketing