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