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To Bundle or Not to Bundle? How Western European Newspapers Package Their Online Content


  • Valerie-Anne Bleyen
  • Leo Van Hove


This article tries to reveal why some newspaper Web sites rely on subscriptions, whereas others (also) offer pay-per-view. To that end, this study applies logit analysis to a unique dataset on 82 national newspapers from 8 countries. It was found that quality newspapers are more likely to offer site subscriptions and pay-per-view, whereas newspapers with a higher offline market share prefer Portable Document Format (PDF) subscriptions. On the country level, a higher relative importance of advertising revenues is negatively related with the former 2 access options, and positively with the latter. Indications of mimicking or herd behavior were also found. Finally, the newspapers studied apparently see site and PDF subscriptions as substitutes, and site subscriptions and pay-per-view as complements.

Suggested Citation

  • Valerie-Anne Bleyen & Leo Van Hove, 2010. "To Bundle or Not to Bundle? How Western European Newspapers Package Their Online Content," Journal of Media Economics, Taylor & Francis Journals, vol. 23(3), pages 117-142.
  • Handle: RePEc:taf:jmedec:v:23:y:2010:i:3:p:117-142 DOI: 10.1080/08997764.2010.502511

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    References listed on IDEAS

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    7. Mohanbir S. Sawhney & Jehoshua Eliashberg, 1996. "A Parsimonious Model for Forecasting Gross Box-Office Revenues of Motion Pictures," Marketing Science, INFORMS, pages 113-131.
    8. Charles J. Mullin & Lucia F. Dunn, 2002. "Using Baseball Card Prices to Measure Star Quality and Monopsony," Economic Inquiry, Western Economic Association International, vol. 40(4), pages 620-632, October.
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    Cited by:

    1. Waterman, David & Sherman, Ryland & Wook Ji, Sung, 2013. "The economics of online television: Industry development, aggregation, and “TV Everywhere”," Telecommunications Policy, Elsevier, vol. 37(9), pages 725-736.

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