Do Magazines' "Companion Websites" Cannibalize the Demand for the Print Version?

Ulrich Kaiser () and Hans Christian Kongsted

No 05-49, ZEW Discussion Papers from ZEW - Leibniz Centre for European Economic Research

Abstract: We analyze the relationship between website visits, magazine demand and the demand for advertising pages using Granger non-causality tests on the ba- sis of an extensive and externally audited quarterly data set for the German magazine market spanning the period I/1998 to II/2004. We use traditional panel data estimators and an estimator suitable for heterogeneity across mag- azines. We find very robust evidence for positive effects from website visits to circulation. There is no evidence of causality running in the opposite direction. Our findings are contrary to the widespread belief that the Internet will cannibalize print media markets.

Keywords: Granger causality; heterogeneous panel data models; Mean Group Estimation; website visits; magazine circulation (search for similar items in EconPapers)
JEL-codes: C32 C33 L11 (search for similar items in EconPapers)
Date: 2005
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Citations: View citations in EconPapers (7)

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Related works:
Working Paper: Do Magazines' ”Companion Websites” Cannibalize the Demand for the Print Version? (2007)
Working Paper: Do Magazines' "Companion Websites" Cannibalize the Demand for the Print Version? (2005)
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:zewdip:4275

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