Demand Estimation for Italian Newspapers: The Impact of Weekly Supplements
AbstractThis paper looks at a form of non-price competition that has taken place in the Italian newspaper market, whereby weekly supplements are sold with the newspaper at a higher price. I estimate the impact of this selling strategy using a logit and a nested logit model of demand on a panel of Italian newspapers. I show that supplements increase the readership both in the weekday of issue and in the average weekday. This suggests that supplements are a way to attract new readers for the newspaper. This promotional effect is due both to business stealing and to market expansion.
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Bibliographic InfoPaper provided by European University Institute in its series Economics Working Papers with number ECO2004/28.
Date of creation: 2004
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Find related papers by JEL classification:
- L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
- L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
- C33 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Models with Panel Data; Longitudinal Data; Spatial Time Series
This paper has been announced in the following NEP Reports:
- NEP-ALL-2005-08-13 (All new papers)
- NEP-COM-2005-08-13 (Industrial Competition)
- NEP-CUL-2005-08-13 (Cultural Economics)
- NEP-DCM-2005-08-13 (Discrete Choice Models)
- NEP-MIC-2005-08-13 (Microeconomics)
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