NDLI: Does it really hurt? Consumer reactions to content sponsorships in daily newspapers

Content Provider	Springer Nature Link
Author	Wellbrock, Christian Mathias Schnittka, Oliver
Copyright Year	2014
Abstract	Daily print newspapers have been facing dramatic decreases in advertising revenues and therefore require alternative sources for additional funding such as editorial content sponsorships. However, sponsorships of daily newspapers’ major editorial content sections have not been implemented yet because editors primarily suspect negative effects on the perceived journalistic quality of the newspaper’s reporting. Thus, editors seem to be in a dilemma since the realization of additional sponsorship funding might come at the cost of negative consumer reactions. Against this background, this study for the first time analyses consumer reactions to sponsorships of major editorial content sections in daily print newspapers. The results of three experimental studies show that editorial content sponsorships deteriorate consumers’ attitudes toward the newspaper by decreasing the perceived journalistic quality of the newspapers’ reporting. However, we identify relevant boundary conditions under which these negative effects disappear. Specifically, sponsorships of low thematic congruence between the sponsor’s business activity and the editorial content which are placed in editorial content sections with low societal relevance (i.e., sections which provide editorial content of low relevance for societal and political decision making) seem to be a promising configuration from a newspaper’s as well as a sponsor’s perspective.
Starting Page	107
Ending Page	128
Page Count	22
File Format	PDF
ISSN	00442372
Journal	Zeitschrift für Betriebswirtschaft
Volume Number	85
Issue Number	2
e-ISSN	18618928
Language	English
Publisher	Springer Berlin Heidelberg
Publisher Date	2014-01-22
Publisher Place	Berlin, Heidelberg
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Media management Editorial content sponsorships Thematic congruence Societal relevance Journalistic quality Business/Management Science Production/Logistics/Supply Chain Organization/Planning Human Resource Management Accounting/Auditing Business Taxation/Tax Law
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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