Newspaper advertisements as an indicator of verticalization

Comparing advertisements published in both the English and German versions of Eureka Post, a newspaper from Eureka, South Dakota, this study explores one avenue potential language shift under verticalization model aims to gauge external influences on particular community-controlled institution. By assessing advertising two parallel publications, internal community should be visible over time. If factors are attributing print community-dominant (which is non-dominant broader society) dominant language, evidenced an increase language. However, results indicate that at time where processes changing publishing landscape other areas Midwest, opposite appears true. The German, sees decrease those English.