For a generation, the U.S. newspaper industry has suffered from stagnant circulation performance and declining penetration, but some papers manage to maintain healthy penetration. This project investigated whether content mix could account for the variance in penetration among papers in a national sample, but found content does not have a significant impact on circulation variance after controlling for the influence of market characteristics.
Rosenberry, J. (2005), The Effect of Content Mix on Circulation Penetration for U.S. Daily Newspapers. Journalism and Mass Communication Quarterly. [Electronic version]. Retrieved [insert date], from Fisher Digital Publications: http://fisherpub.sjfc.edu/commj_facpub/4/