Newspaper and Internet Display Advertising – Co-Existence or Substitution?

Nadine Lindstädt () and Oliver Budzinski
Additional contact information
Nadine Lindstädt: Department of Environmental and Business Economics, University of Southern Denmark

No 114/12, Working Papers from University of Southern Denmark, Department of Sociology, Environmental and Business Economics

Abstract: Newspapers have been experiencing declining circulation figures and diminishing advertising revenues for several years – both effects might pose a threat to the continuing existence of (print) newspapers. In an earlier paper, Lindstädt & Budzinski (2011) argued from a theoretical viewpoint that industry-specific patterns exist that determine substitution or complementation effects between internet and newspaper advertising. It was argued that retail advertising, in particular, may offer a niche for regional/local newspapers that can be expected to present a sustainable segment of complementarity along with the otherwise mostly substitutional advertising markets. This paper empirically tests these hypotheses by analyzing advertising spending data for newspaper and internet display advertising of 13 different industries in the U.S. from 2001-2010. We find evidence for some of the hypotheses. Whereas some industries showed clear substitution effects between internet display and newspaper advertising, the majority of our hypotheses could be only partly rejected: newspaper substi-tution effects could be observed, however, in the direction to traditional media platforms instead of internet display advertising. For two retail-sub-industries, the hypotheses could not be rejected for the analyzed period. The authors would like to thank the College of Communications at the Pennsylvania State University and in particular Anne Hoag and Dennis Davis for hosting Nadine Lindstädt as a Research Visiting Scholar in 2010/2011 which made it possible to access and use the Kantar Media Intelligence Ad$pender™ database for this research.

Keywords: : media economics; advertising; complementation; substitution; newspapers; internet (search for similar items in EconPapers)
JEL-codes: A20 L13 L82 M21 (search for similar items in EconPapers)
Pages: 71 pages
Date: 2012-04
New Economics Papers: this item is included in nep-com, nep-cul, nep-ict and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sdu.dk/~/media/Files/Om_SDU/Institutter ... indstaedtmfl114.ashx First version, 2012-04 (application/pdf)
Our link check indicates that this URL is bad, the error code is: 500 Can't connect to www.sdu.dk:80 (A connection attempt failed because the connected party did not properly respond after a period of time, or established connection failed because connected host has failed to respond.)

Related works:
Working Paper: Newspaper and internet display advertising - co-existence or substitution? (2012)
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: https://EconPapers.repec.org/RePEc:sdk:wpaper:114

Access Statistics for this paper

More papers in Working Papers from University of Southern Denmark, Department of Sociology, Environmental and Business Economics Contact information at EDIRC.
Bibliographic data for series maintained by Ulla H. Oehlenschläger ( this e-mail address is bad, please contact ).