Optimal cover prices and the effects of website provision on advertising and magazine demand

Ulrich Kaiser

derive and estimate a model for cover price setting in print media markets where actors are faced by two interrelated demand curves: the demand for the print medium and the demand for advertising space. Publicly available data on German women's magazines observed between 1998 and 2001 are used in the GMM estimation. Main findings are that my estimated marginals cost coincide well with those of industry sources, magazines with a high circulation elasticity of advertising demand price markedly below marginal cost and website provision neither has a significant effect on magazine nor on advertising demand. Keywords: magazines, cost estimation, GMM estimation, website provision

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Year of publication:	[2002]
Authors:	Kaiser, Ulrich
Publisher:	Mannheim : ZEW
Subject:	Zeitschrift \| Magazine \| Preismanagement \| Pricing strategy \| Printwerbung \| Print advertising \| Nachfrage \| Demand \| Frauen \| Women \| Spezialzeitschrift \| Special interest magazine \| Internet \| Produktdifferenzierung \| Product differentiation \| Schätzung \| Estimation \| Deutschland \| Germany \| Website
Description of contents:	Description [zew.de]

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Extent:	28 S.
Series:	Discussion paper. - Mannheim : ZEW, ZDB-ID 1198556-2. - Vol. 02-54
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Arbeitspapier ; Working Paper ; Graue Literatur ; Non-commercial literature
Language:	English
Notes:	Internetausg.: ftp://ftp.zew.de/pub/zew-docs/dp/dp0254.pdf
Classification:	L11 - Production, Pricing, and Market Structure Size; Size Distribution of Firms ; C33 - Models with Panel Data
Source:	ECONIS - Online Catalogue of the ZBW

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