Targeted advertising in magazine markets

Ambarish Chandra and Ulrich Kaiser ()

No 10-063, ZEW Discussion Papers from ZEW - Leibniz Centre for European Economic Research

Abstract: We examine the scope and value of targeted advertising in the magazine industry. We use data on reader characteristics at individual media, in contrast to previous work that has needed to infer this information from aggregate data. Our results show a strong relationship between subscriber characteristics and advertising prices. Advertisers clearly value more homogenous groups of readers, measured according to income, gender and age. Our results explain recent trends of declining advertising expenditures in print media, in favor of increasing online advertising.

Keywords: targeted advertising; reader homogeneity; quantile regression; magazines; advertising rates (search for similar items in EconPapers)
JEL-codes: C21 C23 L11 M31 (search for similar items in EconPapers)
Date: 2010
New Economics Papers: this item is included in nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Related works:
Working Paper: Targeted Advertising in Magazine Markets (2010)
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:zewdip:10063

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