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 …

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 …