Economics at your fingertips  

Trading Dollars for Dollars: The Price of Attention Online and Offline

Matthew Gentzkow

American Economic Review, 2014, vol. 104, issue 5, 481-88

Abstract: Popular accounts suggest that advertising revenue per unit of consumer attention is lower online than offline, and has fallen in traditional media as the Internet has made advertising markets more competitive. I assess these claims theoretically and empirically, and compare the patterns we observe for the Internet to trends in advertising around the introduction of television and radio. The evidence suggests that the price of attention for similar consumers is actually higher online than offline, and that the growth of new media is not robustly associated with a declining price of attention.

JEL-codes: L82 M31 M37 (search for similar items in EconPapers)
Date: 2014
Note: DOI: 10.1257/aer.104.5.481
References: Add references at CitEc
Citations: View citations in EconPapers (16)

Downloads: (external link) (application/pdf) (application/zip) (application/zip)
Access to full text is restricted to AEA members and institutional subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Ordering information: This journal article can be ordered from

Access Statistics for this article

American Economic Review is currently edited by Esther Duflo

More articles in American Economic Review from American Economic Association Contact information at EDIRC.
Bibliographic data for series maintained by Michael P. Albert ().

Page updated 2024-03-31
Handle: RePEc:aea:aecrev:v:104:y:2014:i:5:p:481-88