Magazine “Companion Websites” and the Demand for Newsstand Sales and Subscriptions
AbstractThe authors analyzed the relationship of visits to a magazine's online companion website and total circulation, subscription, and kiosk sales using bivariate vector autoregressions estimated on 67 German magazines that were observed monthly in the period May 1998 to November 2009. Their econometric analysis finds some support for the widespread belief that the Internet cannibalizes print media. On average, a 1% increase in companion website traffic is associated with a weakly significant decrease in total print circulation by 0.15%. This association is mainly driven by a statistically significant and negative mapping between website visits and kiosk sales, although they do not find any statistically significant relationship between website visits and subscriptions. The latter finding is reassuring for publishers because advertisers value a large subscriber base. Moreover, the authors show that the negative relationships between website visits and total circulation as well as kiosk sales are primarily associated with magazines that have a mainly male and Internet--affine readership and by magazines that are published with a less than weekly periodicity.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by Taylor & Francis Journals in its journal Journal of Media Economics.
Volume (Year): 25 (2012)
Issue (Month): 4 (December)
Contact details of provider:
Web page: http://www.tandfonline.com/HMEC20
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Michael McNulty).
If references are entirely missing, you can add them using this form.