Circulations, Revenues, and Profits in a Newspaper Market with Fixed Advertising Costs
This article investigates a model in which 2 newspapers compete between them for readers with differentiated preferences and advertise new products at a cost per reader that decreases as the circulation increases. The model can account for the empirical regularity that the revenues from advertising and the profits of the newspapers increase more than proportionally with the circulation. A complementary finding is that a larger number of potential advertisers lowers the profits of both newspapers.
Year of publication: |
2009
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Authors: | Manduchi, Agostino ; Picard, Robert |
Published in: |
Journal of Media Economics. - Taylor & Francis Journals, ISSN 0899-7764. - Vol. 22.2009, 4, p. 211-238
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Publisher: |
Taylor & Francis Journals |
Saved in:
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