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Do media consumers really dislike advertising? An empirical assessment of the role of advertising in print media markets


Kaiser, U; Song, M (2009). Do media consumers really dislike advertising? An empirical assessment of the role of advertising in print media markets. International Journal of Industrial Organization, 27(2):292-301.

Abstract

This paper uses data on German consumer magazines observed between 1992 and 2004 to analyze the extent to which consumers (dis-)like advertising. We estimate logit demand models separately for the six most important magazine segments in terms of circulation. We find little evidence for readers disliking advertising. On the contrary, we show that readers in many magazine segments appreciate advertising.

Readers of Women's magazines, Business and politics magazines as well as Car magazines — market segments where advertisements are relatively more informative — appreciate advertising while advertising is nuisance to readers of Adult magazines, a segment where advertisements are particularly uninformative. Demand for interior design magazines is not well identified. Our logit demand estimates are confirmed by logit demand models with random coefficients and by magazine-specific monopoly demand models.

This paper uses data on German consumer magazines observed between 1992 and 2004 to analyze the extent to which consumers (dis-)like advertising. We estimate logit demand models separately for the six most important magazine segments in terms of circulation. We find little evidence for readers disliking advertising. On the contrary, we show that readers in many magazine segments appreciate advertising.

Readers of Women's magazines, Business and politics magazines as well as Car magazines — market segments where advertisements are relatively more informative — appreciate advertising while advertising is nuisance to readers of Adult magazines, a segment where advertisements are particularly uninformative. Demand for interior design magazines is not well identified. Our logit demand estimates are confirmed by logit demand models with random coefficients and by magazine-specific monopoly demand models.

Citations

21 citations in Web of Science®
28 citations in Scopus®
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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Language:English
Date:March 2009
Deposited On:08 Jan 2009 15:06
Last Modified:05 Apr 2016 12:48
Publisher:Elsevier
ISSN:0167-7187
Publisher DOI:https://doi.org/10.1016/j.ijindorg.2008.09.003
Permanent URL: https://doi.org/10.5167/uzh-9814

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