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Advertising and Newspaper Differentiation: On the Role of Readers’ Advertising Taste

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Author Info
Kind, Hans Jarle () (Dept. of Economics, Norwegian School of Economics and Business Administration)
Koethenbuerger, Marko () (Center for Economic Studies, Ludwig-Maximilians-Universität)
Schjelderup, Guttorm () (Dept. of Finance and Management Science, Norwegian School of Economics and Business Administration)

Additional information is available for the following registered author(s):

Abstract

Newspapers have an incentive to moderate their profile in order to gain a larger readership and thus higher advertising revenue. We show that this incentive is weakened both if readers are ad-haters and if they are ad-lovers.

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Publisher Info
Paper provided by Department of Finance and Management Science, Norwegian School of Economics and Business Administration in its series Discussion Papers with number 2007/4.

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Length: 6 pages
Date of creation: 13 Feb 2007
Date of revision:
Handle: RePEc:hhs:nhhfms:2007_004

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Postal: NHH, Department of Finance and Management Science, Helleveien 30, N-5045 Bergen, Norway
Phone: +47 55 95 92 93
Fax: +47 55 95 96 50
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Web page: http://www.nhh.no/for/
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Related research
Keywords: Media Two-sided Markets Product Differentiation Hotelling

Find related papers by JEL classification:
D40 - Microeconomics - - Market Structure and Pricing - - - General
D43 - Microeconomics - - Market Structure and Pricing - - - Oligopoly and Other Forms of Market Imperfection

This paper has been announced in the following NEP Reports:

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
  1. Gabszewicz, Jean J. & Laussel, Dider & Sonnac, Nathalie, 2001. "Press advertising and the ascent of the 'Pensee Unique'," European Economic Review, Elsevier, vol. 45(4-6), pages 641-651, May. [Downloadable!] (restricted)
  2. Mark Armstrong Author-Email: mark.armstrong@ucl.ac.uk, 2006. "Competition in Two-Sided Markets," RAND Journal of Economics, The RAND Corporation, vol. 37(3), pages 668-691, Autumn.
    Other versions:
  3. Gabszewicz, Jean J & Laussel, Didier & Sonnac, Nathalie, 2002. " Press Advertising and the Political Differentiation of Newspapers," Journal of Public Economic Theory, Association for Public Economic Theory, vol. 4(3), pages 317-34. [Downloadable!] (restricted)
  4. Sonnac, N., 2000. "Readers' Attitudes Toward Press Advertising : Are They Ad-Lovers or Ad-Averse ?," Papers 2000-28, Institut National de la Statistique et des Etudes Economiques-.
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This page was last updated on 2008-7-19.


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