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La tarification des publications périodiques

  • Marie-Françoise Calmette
  • Michel Cavagnac
  • Claude Crampes

[fre] Cet article constitue la première étape d'un programme de recherche dont l'objectif est d'analyser le degré de rationalité économique de la tarification des publications périodiques. En effet, la fixation d'un prix ou d'un barème de vente pour un quotidien ou un magazine est rendue difficile en raison des caractéristiques spécifiques à ce type de produit : différences, parfois importantes, entre « tirage », « diffusion » et « audience » ; coûts de production et de distribution complexes ; obsolescence rapide du produit, par exemple. La principale conséquence de ces caractéristiques est que le prix de revient d'une publication périodique est toujours supérieur à son prix de vente et que l'une des particularités économiques de la presse est sa double source de financement. On tente alors de développer un modèle théorique d'équilibre entre articles rédactionnels et publicité insérés dans la presse. [eng] The aim of this paper is to call attention on the complexity of the press market. Therefore, the fixation of a price for a newspaper or a magazine is very uneasy because of the specificity of this type of product : for example, the complexity of the production and distribution costs, the very short cycle of life of the product, the problem of the unsold returns. The principal consequence is that the cost price is always higher than the selling price and that newspapers or magazines need a double financing source. Then we develop an equilibrium model of that double financing source.

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Article provided by Programme National Persée in its journal Revue d'économie industrielle.

Volume (Year): 70 (1994)
Issue (Month): 1 ()
Pages: 73-94

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Handle: RePEc:prs:recind:rei_0154-3229_1994_num_70_1_1548
Note: DOI:10.3406/rei.1994.1548
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