market outcomes of Internet media. A large body of work has focused on the advertising part of the industry, while some …

This chapter focuses on the economic mechanisms at work in recent models of advertising finance in media markets …, and to clarify the conceptual aspects. The chapter first develops a canonical model of two-sided markets for advertising … advertising markets, and concrete issues such as congestion and second-degree discrimination. The second part is devoted to recent …

research on advertising in print media, particularly the question of whether readers value print advertising as a good or a bad …

, magazines, newspapers, the Internet, and television (the illustrative example henceforth). Most advertising expenditures are … incurred for these media. They are also mainly supported by advertising revenue. Early work stressed possible market failures … sides are coordinated by broadcasters (or “platforms”) that choose ad levels and program types, and advertising finances the …

of consolidation on advertising prices and quantities). The remaining parts survey the literature on whether there are … too many radio stations; the strategies that stations use to boost the effectiveness of advertising; the effects of non …

control over media content and advertising, with implications for advertising avoidance, advertising targeting and … screen” to multitask during media programs, enabling immediate online response to program and advertising content, but also …

, magazines, newspapers, the Internet, and television (the illustrative example henceforth). Most advertising expenditures are … incurred for these media. They are also mainly supported by advertising revenue. Early work stressed possible market failures … sides are coordinated by broadcasters (or 'platforms') that choose ad levels and program types, and advertising finances the …

increases advertising clutter (leading to a potential downward spiral), may reduce total welfare and content quality, and can …