, 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 …

This paper examines incentives for exclusive distribution of content in the presence of advertising. A monopoly seller …-maximising choice, even when distributors also sell advertising airtime. When distributors are purely advertising-funded, however, non …-exclusive contracting may instead be preferred. Advertising revenues accruing directly to the content provider may also generate a …

We compare the advertising intensity and content of programming in a market with competing media platforms. With pay …-tv media platforms have two sources of revenues, advertising revenues and revenues from viewers. With free-to-air media … platforms receive all revenues from advertising. We show that if viewers strongly dislike advertising, the advertising intensity …

We present a Hotelling model of price and advertising competition between prescription drugs that differ in quality …/side e¤ects. Advertising results in the endogenous formation of two consumer groups: brand loyal and non-brand loyal ones. We … show that advertising strategies are strategic substitutes, with the better quality drugs being the ones that are most …