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Italian print magazines and subscription discounts

  • Andrea Mangani

This paper studies the antecedents of subscription discounts of Italian print magazines. Drawing on previous empirical work on the theme, I formulate six research hypotheses regarding demand and supply factors that may affect subscription pricing. The two-sidedness of magazine industry is considered implicitly in the empirical analysis. The empirical observations show that the issue frequency, economies of scope deriving from publishing multiple titles, intra-category competition and content devoted to “hard” news are positively linked with subscription discounts. Circulation and returns do not present any evident link with subscription discounts, while the share of subscriptions on total sales does.

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File URL: http://www.ec.unipi.it/documents/Ricerca/papers/2011-132.pdf
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Paper provided by Dipartimento di Economia e Management (DEM), University of Pisa, Pisa, Italy in its series Discussion Papers with number 2011/132.

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Date of creation: 11 Jan 2011
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Handle: RePEc:pie:dsedps:2011/132
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  1. Peitz, Martin & Valletti, Tommaso M., 2008. "Content and advertising in the media: Pay-tv versus free-to-air," International Journal of Industrial Organization, Elsevier, vol. 26(4), pages 949-965, July.
  2. Kaiser, Ulrich & Song, Minjae, 2009. "Do media consumers really dislike advertising? An empirical assessment of the role of advertising in print media markets," International Journal of Industrial Organization, Elsevier, vol. 27(2), pages 292-301, March.
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