Demand Estimation for Italian Newspapers: The Impact of Weekly Supplements

Elena Argentesi ()

No ECO2004/28, Economics Working Papers from European University Institute

Abstract: This paper looks at a form of non-price competition that has taken place in the Italian newspaper market, whereby weekly supplements are sold with the newspaper at a higher price. I estimate the impact of this selling strategy using a logit and a nested logit model of demand on a panel of Italian newspapers. I show that supplements increase the readership both in the weekday of issue and in the average weekday. This suggests that supplements are a way to attract new readers for the newspaper. This promotional effect is due both to business stealing and to market expansion.

JEL-codes: L11 L82 C33 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-com, nep-cul, nep-dcm, nep-mic, nep-mkt and nep-tid
Date: 2004
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Persistent link: http://EconPapers.repec.org/RePEc:eui:euiwps:eco2004/28

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