This quantitative study examined changes to the advertising media mix of leading national advertisers from 2003 and 2005. The advertising channels analyzed were newspaper, magazine, television, outdoor, radio, Internet, and Yellow Pages. Of these seven categories, there was statistically significant growth in radio and Internet advertising, and a statistically significant decrease in traditional Yellow Pages advertising. Differences in advertising spending were found by industry.
Sorce, Patricia and Swain, Matthew, "Print advertising media substitution" (2007). Accessed from
Department, Program, or Center
Printing Industry Center (CIAS)
RIT – Main Campus