Do Media Consumers Really Dislike Advertising? An Empirical Assessment of a Popular Assumption in Economic Theory
AbstractThis paper uses data on the population of German magazines for the period 1973 to 2004 to show that, contrary to conventional wisdom, there is little evidence for magazine readers disliking advertising. Many magazines in fact have readers who appreciate advertising. The degree of appreciation increases in reader age and decreases with income as well as with education.
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Bibliographic InfoPaper provided by University of Copenhagen. Department of Economics. Centre for Industrial Economics in its series CIE Discussion Papers with number 2007-08.
Length: 11 pages
Date of creation: May 2007
Date of revision:
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two-sided markets; advertising; Mean Group Estimation; media markets; nuisance;
Find related papers by JEL classification:
- C23 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Models with Panel Data; Spatio-temporal Models
- L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
This paper has been announced in the following NEP Reports:
- NEP-ALL-2007-08-08 (All new papers)
- NEP-CUL-2007-08-08 (Cultural Economics)
- NEP-MKT-2007-08-08 (Marketing)
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