| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士在職專班 === 90 === With the rapid growth in economics, Taiwan''''s newspapers have put more and more investment in advertising ever since the government moved to Taiwan. However, the newspaper industry is faced with the expansion of electronic media after the removal of the ban on newspapers in 1988 and the enactment of the Cable TV Law in 1993. This study, applying methods of quantification and qualification, is focused on the relevance between the newspaper advertising investment and the overall economic development both seen over the past four decades. Furthermore, this study will explore more details in relation to the evolution of Taiwan''''s newspaper advertising system as well as the future trend of newspaper advertising.
Analyzing the related documents is a research method that we apply to studying the development and evolution of Taiwan''''s advertising system. Meanwhile, a method called stepwise regression for the analysis of the connective between newspaper investment and Taiwan''''s economic growth will be adopted. Aside from that, we will try to predict the possible developing trend of newspaper advertising by having in-depth interviews with the industry, scholars and newspaper high-ranking executives.
From the statistics derived from the stepwise regression, this study finds that the investment amount in newspaper advertising is influence by three economic variables, including GDP (Gross Domestic Production) of the construction industry, annual consumer expenditure and GNP (Gross National Production). In terms of the future advertising trend, newspaper will remain to be one of the most important media due to its unique trait, even though the investment amount in this industry will shrink due to the disadvantages caused by economic downturns, trade competition and the appearance of new media.
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