Advertising in Taiwan Newspapers since the Lifting of the Bans

Abstract

This content analysis of two major papers shows that the lifting in January 1988 of a three-decade old ban in Taiwan on numbers of newspapers and newspaper pages did not result in any radical changes in the percentages of pages allocated to ROP or classified advertising. There was a relative increase in some types of advertising, such as for food, and a decline in other types, such as for consumer electronics. A survey shows readers spent more time with fewer, larger papers and have some resistance to newspaper changes.