Do Media Consumers Really Dislike Advertising? An Empirical Assessment of a Popular Assumption in Economic Theory

Ulrich Kaiser ()

No 2007-08, CIE Discussion Papers from University of Copenhagen. Department of Economics. Centre for Industrial Economics

Abstract: This paper uses data on the population of German magazines for the period 1973 to 2004 to show that, contrary to conventional wisdom, there is little evidence for magazine readers disliking advertising. Many magazines in fact have readers who appreciate advertising. The degree of appreciation increases in reader age and decreases with income as well as with education.

Keywords: two-sided markets; advertising; Mean Group Estimation; media markets; nuisance (search for similar items in EconPapers)
JEL-codes: C23 L11 (search for similar items in EconPapers)
Pages: 11 pages
Date: 2007-05
New Economics Papers: this item is included in nep-cul and nep-mkt
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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