Rosse's Model Revisited: Moving to Concentric Circles to Explain Newspaper Competition

Today's newspaper industry is no longer explained by the umbrella model of competition proposed by Rosse in the 1970s. The market of today is more fluid with different and separate advertising and circulation behaviors. The concentric-circle, or ring, model proposed here preserves Rosse's three daily-newspaper layers but alters the relation among them, better illustrates both the variety and fluidity of newspaper market roles in this country, and recognizes national and regional competition.