IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-81962-9_27.html
   My bibliography  Save this book chapter

Evolving Dynamics of Advertising Within the Print and Digital Press Sectors of South European Model Countries

Author

Listed:
  • Athanasios Papathanasopoulos

    (National and Kapodistrian University of Athens)

  • Aikaterini Stavrianea

    (National and Kapodistrian University of Athens)

Abstract

This study explores advertising dynamics within the print and digital press sectors in Southern European countries—France, Greece, Italy, Portugal, and Spain—between 2017 and 2023, using Hallin and Mancini’s Polarized Pluralist Model as classification. The research addresses three main questions: the factors influencing advertising expenditure, the primary revenue drivers in the press industry, and the comparative performance of digital versus print sectors in terms of revenue and readership. The study uses data sourced from Statista and employs descriptive statistics and Two-Stage Least Squares (2SLS) estimation models to analyze advertising expenditure and revenue dynamics. Our findings reveal that digital press revenue and readership significantly boost digital advertising expenditures, while print advertising relies heavily on print readership and faces challenges due to declining audience numbers. Additionally, the study highlights that digital press platforms are outperforming print media in both revenue and readership, reflecting a broader shift towards digital content consumption. The study also reveals a notable positive relationship between print press revenue and digital press revenue, suggesting that strong performance in print media can complement and support digital growth within the same media organizations.

Suggested Citation

  • Athanasios Papathanasopoulos & Aikaterini Stavrianea, 2025. "Evolving Dynamics of Advertising Within the Print and Digital Press Sectors of South European Model Countries," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-81962-9_27
    DOI: 10.1007/978-3-031-81962-9_27
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-031-81962-9_27. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.