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Attitudes Toward Advertising and Price Competition in the Press Industry

In: Economics of Art and Culture Invited Papers at the 12th International Conference of the Association of Cultural Economics International

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  • Jean J. Gabszewicz
  • Didier Laussel
  • Nathalie Sonnac

Abstract

We consider a situation of duopolistic competition in the press industry, involving two editors competing in both the newspapers' and advertising markets. The population of readers in this market is differentiated in terms of their attitudes toward advertising; some of them are assumed to be advertising-lovers, while the remaining ones are assumed to be advertising-averse. We analyse a two-period sequential game whose players are the editors each selling a magazine of different political content. The editors also sell some proportion of their newspaper's surface as advertising support for the products sold by the advertisers. In the first stage of the game, editors select the newsstand price of their magazine and, in the second stage, the advertising tarif they oppose to the advertisers. We identify the equilibrium of this sequential game and examine how it depends on the proportion of ad-lovers and ad-avoiders' readers and on the intensity of their attraction-repulsion feelings for advertising.
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Suggested Citation

  • Jean J. Gabszewicz & Didier Laussel & Nathalie Sonnac, 2003. "Attitudes Toward Advertising and Price Competition in the Press Industry," Contributions to Economic Analysis, in: Economics of Art and Culture Invited Papers at the 12th International Conference of the Association of Cultural Economics International, pages 61-74, Emerald Group Publishing Limited.
    • Handle: RePEc:eme:ceazzz:s0573-8555(2003)0000260008
    DOI: 10.1108/S0573-8555(2003)0000260008
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    Cited by:

    1. Matthew Ellman & Fabrizio Germano, "undated". "What Do the Papers Sell?," Working Papers 149, Barcelona School of Economics.
    2. Gabszewicz, J.J. & Garella, P.G. & Sonnac, N., 2007. "Newspapers' market shares and the theory of the circulation spiral," Information Economics and Policy, Elsevier, vol. 19(3-4), pages 405-413, October.
    3. Hans Jarle Kind & Tore Nilssen & Lars Sørgard, 2005. "Financing of Media Firms: Does Competition Matter?," CIE Discussion Papers 2005-08, University of Copenhagen. Department of Economics. Centre for Industrial Economics.
    4. Hans Jarle Kind & Tore Nilssen & Lars Sørgard, 2009. "Business Models for Media Firms: Does Competition Matter for How They Raise Revenue?," Marketing Science, INFORMS, vol. 28(6), pages 1112-1128, 11-12.
    5. Hans Jarle Kind & Marko Köthenbürger & Guttorm Schjelderup, 2009. "Should Utility-Reducing Media Advertising be Taxed?," CESifo Working Paper Series 2589, CESifo.

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