Content or design? Factors influencing the circulation of American and German newspapers

Klaus Schoenbach, Edmund Lauf

Research output: Contribution to journalArticle

9 Citations (Scopus)


What is it that helps newspapers gain or at least keep readers; is it the specific content they offer or measures of design? In an explorative secondary analysis, local daily newspapers in Germany are compared to daily newspapers in the US. The newspapers used in this study were analyzed twice, both in the 1980s and the mid-1990s. In the US, visualizing information and displaying it more generously were more important for positive developments in circulation than in Germany. In Germany, community orientation andan increased relrievability of content helped newspapers secure their sales figures. These different recipes for newspaper success point to cultural differences in what reading a newspaper means.

Original languageEnglish
Pages (from-to)1-14
Number of pages14
Issue number1
Publication statusPublished - 1 Jan 2002



  • Circulation
  • Content
  • Design
  • Newspapers

ASJC Scopus subject areas

  • Communication
  • Arts and Humanities (miscellaneous)

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