The Influence of a Shortened Magazine Supply Duration on Newsstand Magazine Sales

Dieter Tscheulin, Martin Dietrich, Jorg Lindenmeier and Thomas Hafele

Journal of Media Economics, 2007, vol. 20, issue 4, 239-258

Abstract: This article examines how shortened magazine supply duration of magazines effects newsstand sales. Based on a quasi-experimental design, panel data are gathered from a total of 33 newsstand vendors in cooperation with a magazine wholesaler in southwestern Germany. As results show, a shortening in magazines' supply duration does not lead to a significant decrease in a newsstand vendor's or a wholesaler's overall revenues. Furthermore, diverse categories of magazines are affected differently by a shortening of supply durations.

Date: 2007
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DOI: 10.1080/08997760701668144

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