Previous literature has suggested that newspaper publishers should optimize how they advertise their online … subscriptions. However, empirical findings on the effectiveness of advertising messages in increasing people’s willingness to pay … (N = 815) to investigate the effects of different advertising messages on people’s willingness to pay for online news …

Newspapers have an incentive to moderate their profile in order to gain a larger readership and thus higher advertising …

increase in online advertising, newspapers lost $7 in print advertising. A prevalent concern is that online newspaper … outside the newspaper. We perform our empirical analysis using unique panel data on account-level advertising expenditures in … print and online advertising within the same newspaper as substitutes. However, across a wide range of specifications, only …

This paper investigates whether newspapers report more favorably about advertising corporate clients than about other … advertising leads to more positive press coverage. This advertising bias in reporting is found among local and national newspapers … firms. Our identification strategy based on high-dimensional fixed effects and high frequency advertising data shows that …