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Readers' Attitudes Toward Press Advertising: Are They Ad-Lovers or Ad-Averse?

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  • Nathalie Sonnac
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    Abstract

    This article raises the question of whether press readers are ad- lovers or ad-averse. If readers are ad-lovers, a positive circulation spiral should be expected, through mutual reinforcement between circulation and advertising. On the contrary, advertising aversion may eventually lead to a decrease in circulation when newspapers' advertising space increases. The empirical section of the article concludes that attitudes toward press advertising are country specific. The theoretical section develops some implication of advertising aversion hypothesis.

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    File URL: http://www.tandfonline.com/doi/abs/10.1207/S15327736ME1304_4
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    Bibliographic Info

    Article provided by Taylor & Francis Journals in its journal Journal of Media Economics.

    Volume (Year): 13 (2000)
    Issue (Month): 4 ()
    Pages: 249-259

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    Handle: RePEc:taf:jmedec:v:13:y:2000:i:4:p:249-259

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    Cited by:
    1. Hans Jarle Kind & Frank Stähler, 2010. "Market Shares in Two-Sided Media Industries," Journal of Institutional and Theoretical Economics (JITE), Mohr Siebeck, Tübingen, vol. 166(2), pages 205-211, June.
    2. Anderson, Simon P. & Gabszewicz, Jean J., 2006. "The Media and Advertising: A Tale of Two-Sided Markets," Handbook of the Economics of Art and Culture, Elsevier.
    3. Susanne Kremhelmer & Hans Zenger, 2004. "Advertising and the Media," Industrial Organization 0403003, EconWPA.
    4. Gomes, Orlando, 2006. "The dynamics of television advertising with boundedly rational consumers," MPRA Paper 2847, University Library of Munich, Germany.

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