Discussion Papers, Department of Finance and Management Science, Norwegian School of Economics (NHH)
No 2007/4:
Advertising and Newspaper Differentiation: On the Role of Readers’ Advertising Taste
Hans Jarle Kind ()
, Marko Koethenbuerger ()
and Guttorm Schjelderup ()
Abstract: Newspapers have an incentive to moderate their profile in
order to gain a larger readership and thus higher advertising revenue. We
show that this incentive is weakened both if readers are ad-haters and if
they are ad-lovers.
Keywords: Media; Two-sided Markets; Product Differentiation; Hotelling; (follow links to similar papers)
JEL-Codes: D40; D43; (follow links to similar papers)
6 pages, February 13, 2007
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