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 Department of Finance and Management Science, Norwegian School of Economics and Business Administration

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)
New Economics Papers: this item is included in nep-com, nep-cul, nep-mic and nep-mkt
Date: 2007-02-13
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