Using equity-based performance measures to build a community-based brand

Despite competition, newspapers still have a potential competitive advantage as a community resource and leader. Therefore, if newspapers want to succeed, they need to position themselves as “community assets.” This research establishes the current measures of circulation and penetration as weak indicators of community service, and presents a simple and straightforward measure of how well a given newspaper serves its entire community using a summary statistical measure of inequality, the Gini coefficient.