MODELIZACIÓN ECONOMÉTRICA DE LA DIFUSIÓN DE LA PRENSA DIARIA GALLEGA EN EL PERIODO 1991-20001

Abstract

In this document the existence of a causal relationship between the promotions of sales and the diffusion of the Galician newspapers El Correo Gallego, El Progreso, El Faro de Vigo and La Región durign the period 1991-2000 is analysed. The methodology used consisted in the elaboration of regression models in which the explained variable is the diffusion and the explanatory variables are the diffusion in the previous period and the ratio promotional expert is considered as the relationship of the number of promotional actions with respect to the total of days of the month. The estimation method used was Ordinary Least Squares; afterwards we proceeded to testing the hypotheses on the pattern. The econometric software used was Eviews 3.0. As a conclusion, the existence of a causal relationship between the promotion of sales and the diffusion of Galician newspapers in the period 1991-2000 was verified.