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TARGETED ADVERTISING: THE ROLE OF SUBSCRIBER CHARACTERISTICS IN MEDIA MARKETS*
2009
Journal of Industrial Economics
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The results imply a substantial bene t to advertisers and media rms from targeted advertising. JEL Codes: D4, L1, L82 ...
This leads to greater homogeneity in the characteristics of subscribers and raises advertisers' willingness to pay for such readers. ...
Editor & Publisher is the weekly magazine of the newspaper industry and it publishes an annual`International Yearbook' with data on virtually every newspaper in the US. ...
doi:10.1111/j.1467-6451.2009.00370.x
fatcat:maq6iqmg2bewzhmsvukrp3rpt4
Price structure in two-sided markets: Evidence from the magazine industry
2006
International Journal of Industrial Organization
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We present and estimate a model of competition in a two-sided market: the market for magazine readership and advertising. ...
Using data on magazines in Germany, we find evidence that magazines have properties of two-sided markets. ...
University of Zurich and the 2004 meeting of the German Economic Association for their helpful suggestions. ...
doi:10.1016/j.ijindorg.2005.06.002
fatcat:wgklje6cgrgkpfjbgdpdtimqge
Tax Responses in Platform Industries
2009
Social Science Research Network
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A well known result of tax incidence is that consumers of a more heavily taxed good pay a higher price and thus buy less of the good. ...
The present paper shows that this result need not hold in a two-sided market. On the contrary, a higher ad valorem tax may lower end-user prices and spur sales. ...
If, in contrast, the audience is ad-averse ( < 0), the newspaper incurs a cost of advertising. ...
doi:10.2139/ssrn.1554834
fatcat:kqdczdhg4bagzioxwygdhh77s4
Tax responses in platform industries
2010
Oxford Economic Papers
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If, in contrast, the audience is ad-averse ( > 0), the newspaper …rm incurs a cost of advertising. ...
about the existence and characteristics of their product. ...
PUBLICATIONS WITHIN SNF'S TELE AND MEDIA ECONOMICS PROGRAM
2008-
Hans Jarle Kind Tax responses in platform industries ...
doi:10.1093/oep/gpq008
fatcat:ct3d5spu4jbnlmgq7p3f4lveja
Outdoor advertising for business markets
2006
Industrial Marketing Management
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After noting the context and limited role afforded outdoor advertising in the business marketing promotional mix, these media are defined in terms of their attributes and advantages. ...
Finally, the effects of technology on the future nature and use of outdoor are discussed. ...
Classification of Industrial Goods/Services & the Use of Outdoor Advertising There is evidence that advertising can "open doors" for the industrial sales person [Lichtenthal & Ducoffe, 1994] . ...
doi:10.1016/j.indmarman.2005.02.006
fatcat:3mzw2xu4a5hbzl7miijby6xys4
Voguein Britain: Authenticity and the creation of competitive advantage in the UK magazine industry
2012
Business History
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In the inter-war period the British edition of Vogue magazine had come from being a low-circulation loss-making American publication to one which was not only highly profitable, but was able to authentically ...
The Early British Woman"s Magazine Industry By the launch of the British edition of Vogue in 1916 the women"s magazine market had a long established history in Britain. ...
From Commentator to Actor: Fashion Magazines and the Fashion Industry In order to preserve their status in the eyes of readers and advertisers, fashion magazines had to project a quality image and be informed ...
doi:10.1080/00076791.2011.617209
fatcat:yisjyopav5ebhnw3yukwikzzkq
Mergers in Two-Sided Markets: An Application to the Canadian Newspaper Industry
2009
Journal of Economics and Management Strategy
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We test our conclusions by examining a spate of mergers in the Canadian newspaper industry in the late 1990s. ...
Speci cally, we analyze prices for both circulation and advertising to try to understand the impact that these mergers had on consumer welfare. ...
Data We use data from three sources. 13 Editor & Publisher Magazine { which is the weekly magazine of the newspaper industry { is our source of information on newspaper prices, advertising rates, aggregate ...
doi:10.1111/j.1530-9134.2009.00237.x
fatcat:gifulrq7ybdnviyklayrfxjxbe
Mergers in Two-Sided Markets: An Application to the Canadian Newspaper Industry
2008
Social Science Research Network
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We test our conclusions by examining a spate of mergers in the Canadian newspaper industry in the late 1990s. ...
Speci cally, we analyze prices for both circulation and advertising to try to understand the impact that these mergers had on consumer welfare. ...
Data We use data from three sources. 13 Editor & Publisher Magazine { which is the weekly magazine of the newspaper industry { is our source of information on newspaper prices, advertising rates, aggregate ...
doi:10.2139/ssrn.985581
fatcat:oltg2hgv5ndyrnrerce6omy4ae
Some Empirical Aspects of Multi-sided Platform Industries
2003
Social Science Research Network
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A survey of businesses in these industries shows that multi-sided platform businesses devise entry strategies to get multiple sides of the market on board and devise pricing, product, and other competitive ...
They include some of the most important industries in the economy. ...
Thus advertiser demand for space in the print media and time in the broadcast media is a derived demand stemming from a demand for audience, and is a positive function of the size and quality of audience ...
doi:10.2139/ssrn.447981
fatcat:krvapwo4cjfyjc2ngsqbvzr4du
Some Empirical Aspects of Multi-sided Platform Industries
2003
Review of Network Economics
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A survey of businesses in these industries shows that multi-sided platform businesses devise entry strategies to get multiple sides of the market on board and devise pricing, product, and other competitive ...
They include some of the most important industries in the economy. ...
Thus advertiser demand for space in the print media and time in the broadcast media is a derived demand stemming from a demand for audience, and is a positive function of the size and quality of audience ...
doi:10.2202/1446-9022.1026
fatcat:scsz2qnhjfeyjocqqreqsc2gke
Cultural Industries: Product-Market Characteristics, Management Challenges and Industry Dynamics
2014
International Journal of Management Reviews
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The purpose of the present paper is to offer a reconceptualization of cultural industries by tracing their boundaries, their features and the dynamics that follow from these features. ...
In this way, researchers might be able to create some order in the extreme uncertainty that cultural industries managers face. of markets in the commercial music industry. ...
Also, spending on advertising in a particular magazine increases the coverage of a firm's products in it (Rinallo and Basuroy 2009 ). ...
doi:10.1111/ijmr.12036
fatcat:izis32xweragtoglyyefj2oajm
Industry and Firm Effects on Performance: Evidence from the Online News Industry in U.S
2010
Journal of Media Business Studies
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The online news industry in the United States faces a challenge: Whether online news media can produce enough quality content that generates revenue and profit at a level comparable to traditional media ...
Together, the determinants derived from both models explained 21 to 39 percent of variance in market performance among the 208 news sites in the study. ...
In media industries, prices of subscription and advertising should be considered, owing to the aforementioned feature of media's dual-product markets. ...
doi:10.1080/16522354.2010.11073500
fatcat:p5wtmbfwungynimtybnw3tmavu
The Economics of the Online Advertising Industry
2008
Review of Network Economics
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Search-based advertising platforms, the most developed of these, have interesting economic features that result from the combination of keyword bidding by advertisers and single-homing. ...
The industry is populated by a number of multi-sided platforms that facilitate connecting advertisers to viewers. ...
The U.S. magazine industry settled on this "two-sided" model in the late 19th century. 10 One of the leading publishers dropped its magazine price sharply to increase circulation, and instead earned revenue ...
doi:10.2202/1446-9022.1154
fatcat:m5sv6opvsfagla6kmca3cgz2dy
"Below the Line": The tobacco industry and youth smoking
2011
Australasian Medical Journal
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It is clear from the documents reviewed that the industry values the youth market and through a number of measures continues to promote its products to young people. ...
The results include information from published literature and direct excerpts from the tobacco industry documents. ...
Below the line marketing As a result of advertising and marketing restrictions on tobacco products in Australia, the tobacco industry has developed creative methods for reaching their target audience. ...
doi:10.4066/amj.2011.1018
fatcat:apdrqjlc35grpkn5y24h4jfcem
The Online Advertising Industry: Economics, Evolution, and Privacy
2009
Journal of Economic Perspectives
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The precipitous decline of the newspaper industry is one manifestation of the symbiotic relationship between online content and online advertising. ...
Online advertising accounts for almost 9 percent of all advertising in the United States. ...
I have worked as a strategic advisor and on litigation matters for a number of businesses that are in the online advertising business and am an investor in several start-up ventures in this industry; none ...
doi:10.1257/jep.23.3.37
fatcat:moh3ljdcnngvbaygz4h33kmzye
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