Advertising and Newspaper Differentiation: On the Role of Readers’ Advertising Taste

Newspapers have an incentive to moderate their profile in order to gain a larger readership and thus higher advertising revenue. We show that this incentive is weakened both if readers are ad-haters and if they are ad-lovers.

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Year of publication:	2007-02-13
Authors:	Kind, Hans Jarle ; Koethenbuerger, Marko ; Schjelderup, Guttorm
Institutions:	Institutt for foretaksøkonomi, Norges Handelshøyskole (NHH)
Subject:	Media \| Two-sided Markets \| Product Differentiation \| Hotelling

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Extent:	application/pdf
Series:	Discussion Papers.
Type of publication:	Book / Working Paper
Notes:	The text is part of a series Discussion Papers Number 2007/4 6 pages
Classification:	D40 - Market Structure and Pricing. General ; D43 - Oligopoly and Other Forms of Market Imperfection
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10005190576