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Do Media Consumers Really Dislike Advertising? An Empirical Assessment of a Popular Assumption in Economic Theory

Author

Listed:
  • Ulrich Kaiser

    (University of Southern Denmark)

Abstract

This paper uses data on the population of German magazines for the period 1973 to 2004 to show that, contrary to conventional wisdom, there is little evidence for magazine readers disliking advertising. Many magazines in fact have readers who appreciate advertising. The degree of appreciation increases in reader age and decreases with income as well as with education.

Suggested Citation

  • Ulrich Kaiser, 2007. "Do Media Consumers Really Dislike Advertising? An Empirical Assessment of a Popular Assumption in Economic Theory," CIE Discussion Papers 2007-08, University of Copenhagen. Department of Economics. Centre for Industrial Economics.
  • Handle: RePEc:kud:kuieci:2007-08
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    File URL: http://www.econ.ku.dk/cie/dp/dp_2010/2007-08.pdf/
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    Cited by:

    1. Feng Zhu, 2008. "Ad-sponsored Business Models and Compatibility Incentives of Social Networks," Working Papers 08-20, NET Institute, revised Sep 2008.

    More about this item

    Keywords

    two-sided markets; advertising; Mean Group Estimation; media markets; nuisance;

    JEL classification:

    • C23 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Models with Panel Data; Spatio-temporal Models
    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms

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