Kompetisi Surat Kabar Lokal Berdasarkan Tingkat Kepuasan Biro Iklan Pada Layanan Jasa Media Surat Kabar

: Business newspaper has eliciting competition over source life of supporting media industry, i.e. capital, types of content and types of audience. This research explains the newspaper’s competition based on advertiser satisfaction as a benchmark of media effectiveness. Adopting the theory of uses & gratification and using variables of gratification sought and gratification obtained, these studies examine 5 local newspapers in Yogyakarta. The instrument of competitive strategy is using for further analysis, consisting of superiority direction and superiority magnitude measurements. The results showed that advertising agencies haven’t felt the satisfaction of the services provided by the local newspaper