Advertising and Newspaper Differentiation: On the Role of Readers’ Advertising Taste

Hans Jarle Kind, Marko Koethenbuerger and Guttorm Schjelderup

No 2007/4, Discussion Papers from Norwegian School of Economics, Department of Business and Management Science

Abstract: Newspapers have an incentive to moderate their profile in order to gain a larger readership and thus higher advertising revenue. We show that this incentive is weakened both if readers are ad-haters and if they are ad-lovers.

Keywords: Media; Two-sided Markets; Product Differentiation; Hotelling (search for similar items in EconPapers)
JEL-codes: D40 D43 (search for similar items in EconPapers)
Pages: 6 pages
Date: 2007-02-13
New Economics Papers: this item is included in nep-com, nep-cul, nep-mic and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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