We examine the scope and value of targeted advertising in the magazine industry. We use data on reader characteristics at individual media, in contrast to previous work that has needed to infer this information from aggregate data. Our results show a strong relationship between subscriber...

We examine the scope and value of targeted advertising in the magazine industry. We use data on reader characteristics at individual media, in contrast to previous work that has needed to infer this information from aggregate data. Our results show a strong relationship between subscriber...

We review the Economics literature on Newspapers and Magazines. Our emphasis is on the newspaper industry, especially in the United States, given that this has been the focus of existing research. We first discuss the structure of print media markets, describing the rise in the number of daily...

We review the Economics literature on newspapers and magazines. Our emphasis is on the newspaper industry, especially in the United States, given that this has been the focus of existing research. We first discuss the structure of print media markets, describing the rise in the number of daily...

This paper examines how the ability of traditional media firms to engage in targeted advertising has changed with the advent of the Internet. We find that the premium for reaching a homogeneous audience increases for magazines that have a companion website, as well as for those whose readers are...

We examine the scope and value of targeted advertising in the magazine industry. We use data on reader characteristics at individual media, in contrast to previous work that has needed to infer this information from aggregate data. Our results show a strong relationship between subscriber...