Advertising and Newspaper Differentiation : On the Role of Readers' Advertising Taste

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

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Year of publication:	2009
Authors:	Kind, Hans Jarle ; Koethenbuerger, Marko ; Schjelderup, Guttorm
Publisher:	[S.l.] : SSRN
Subject:	Werbung \| Advertising \| Zeitung \| Newspaper \| Printwerbung \| Print advertising \| Konsumentenverhalten \| Consumer behaviour \| Online-Marketing \| Internet marketing \| Produktdifferenzierung \| Product differentiation \| Presseverlag \| Press publisher \| Theorie \| Theory

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Extent:	1 Online-Ressource (7 p)
Series:	NHH Dept. of Finance & Management Science Discussion Paper ; No. 2007/4
Type of publication:	Book / Working Paper
Language:	English
Notes:	Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments February 13, 2007 erstellt
Other identifiers:	10.2139/ssrn.971715 [DOI]
Classification:	D40 - Market Structure and Pricing. General ; D43 - Oligopoly and Other Forms of Market Imperfection
Source:	ECONIS - Online Catalogue of the ZBW

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