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Demand Estimation for Italian Newspapers: The Impact of Weekly Supplements

  • Elena Argentesi

This paper looks at a form of non-price competition that has taken place in the Italian newspaper market, whereby weekly supplements are sold with the newspaper at a higher price. I estimate the impact of this selling strategy using a logit and a nested logit model of demand on a panel of Italian newspapers. I show that supplements increase the readership both in the weekday of issue and in the average weekday. This suggests that supplements are a way to attract new readers for the newspaper. This promotional effect is due both to business stealing and to market expansion.

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Paper provided by European University Institute in its series Economics Working Papers with number ECO2004/28.

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Date of creation: 2004
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Handle: RePEc:eui:euiwps:eco2004/28
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