We present empirical techniques that are both familiar to students of industrial organization and useful for modeling of media markets. We first focus on demand estimation with discussion of various discrete choice models. We then turn to estimation of the demand for advertising. We next turn to...

Media industries typically exhibit two fundamental features, high fixed costs and heterogeneity of consumer preferences. Daily newspaper markets, for example, tend to support a single product. In other examples, such as radio broadcasting, markets often support multiple differentiated offerings....