Competition in Print Advertising between Paid and Free Newspapers

Lydia Cheung () and Geoffrey Brooke ()
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Lydia Cheung: School of Economics, Auckland University of Technology
Geoffrey Brooke: School of Economics, Auckland University of Technology

No 2018-01, Working Papers from Auckland University of Technology, Department of Economics

Abstract: This paper looks at the market for print advertising in New Zealand, which is characterized by rich variation in ownership structures of overlapping paid daily metropolitan newspapers and free weekly suburban newspapers. We first present stylized empirical facts on advertising rates and readership shares, from an original dataset. We then present a simple model whose market outcome varies with ownership structure in the same manner as our empirical observation.

Keywords: Newspaper; Print Advertising; Ownership STructure; Competition (search for similar items in EconPapers)
JEL-codes: D12 L11 L13 L41 (search for similar items in EconPapers)
Date: 2018-01
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Persistent link: https://EconPapers.repec.org/RePEc:aut:wpaper:201801

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