Media

MediaEstimated Dollar Value of Advertising Receipts and Sponsorship Received by Television, Radio and Magazine Media in Clinton County for Calendar Years 1994, 1996

	1994	1996^a
Canadian-owned Businesses, International Border Businesses and Public Border-related Agencies in Clinton County	$ 14,000	$ 6,724
Canadian Individuals and Canadian-owned Businesses not in Clinton County	$ 4,075,402	$ 4,103,061
TOTAL	$ 4,089,402	$ 4,109,785

Advertising and sponsorship revenue contributed by Canadian and border-related interests continues to have a significant economic impact in the media sector. However, this sector only grew by approximately one half of one percent from 1994 to 1996.

Methodological Note:

a The 1996 figures include 1994 data for one firm that was not able to provide exact 1996 data. This one firm stated that the 1996 figures are no less than the 1994 data. Advertising and sponsorship revenues decreased by 12% for a sub-group of three media firms which responded to both the 1994 and 1996 surveys.

Recommendation for Replication:

Obtain prior agreement to participate from those media firms which responded to this study for the next replication. Revise and update the Chamber’s list of media firms operating within Clinton County. With each replication of this study, the intent should be to track the responses of firms which have responded previously, thus compiling comparable trend data, while continually expanding the base of total respondents.