the zip-code level. If zip codes differ substantially in their composition by preference
group, then they can determine which groups find the local paper’s targeting appealing.
They present direct evidence on the relationship between the distribution of con-
sumer types in the metropolitan area and the positioning of the newspapers. In particular,
they characterize the local product according to the percentage local coverage that is
“hard” news (news, business, government, etc.) as a function of local demographics.
They find that metropolitan areas with a higher black population share have a lower hard
news share.
To measure own-group and cross-group effects, they regress the share of a zip code’s
population purchasing the local paper on consuming ...