Circulations, Revenues, and Profits in a Newspaper Market with Fixed Advertising Costs

Agostino Manduchi and Robert Picard

Journal of Media Economics, 2009, vol. 22, issue 4, 211-238

Abstract: This article investigates a model in which 2 newspapers compete between them for readers with differentiated preferences and advertise new products at a cost per reader that decreases as the circulation increases. The model can account for the empirical regularity that the revenues from advertising and the profits of the newspapers increase more than proportionally with the circulation. A complementary finding is that a larger number of potential advertisers lowers the profits of both newspapers.

Date: 2009
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DOI: 10.1080/08997760903375902

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