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dc.contributor.authorChandra, Ambarishen_US
dc.contributor.authorKaiser, Ulrichen_US
dc.date.accessioned2010-11-04T10:49:14Z-
dc.date.available2010-11-04T10:49:14Z-
dc.date.issued2010en_US
dc.identifier.urihttp://hdl.handle.net/10419/41442-
dc.description.abstractWe examine the scope and value of targeted advertising in the magazine industry. We use data on reader characteristics at individual media, in contrast to previous work that has needed to infer this information from aggregate data. Our results show a strong relationship between subscriber characteristics and advertising prices. Advertisers clearly value more homogenous groups of readers, measured according to income, gender and age. Our results explain recent trends of declining advertising expenditures in print media, in favor of increasing online advertising.en_US
dc.language.isoengen_US
dc.publisherZentrum für Europäische Wirtschaftsforschung (ZEW) Mannheimen_US
dc.relation.ispartofseriesZEW Discussion Papers 10-063en_US
dc.subject.jelC21en_US
dc.subject.jelC23en_US
dc.subject.jelL11en_US
dc.subject.jelM31en_US
dc.subject.ddc330en_US
dc.subject.keywordtargeted advertisingen_US
dc.subject.keywordreader homogeneityen_US
dc.subject.keywordquantile regressionen_US
dc.subject.keywordmagazinesen_US
dc.subject.keywordadvertising ratesen_US
dc.subject.stwWerbeplanungen_US
dc.subject.stwZeitungswerbungen_US
dc.subject.stwKundenanalyseen_US
dc.subject.stwRegressionen_US
dc.subject.stwDeutschlanden_US
dc.titleTargeted advertising in magazine marketsen_US
dc.typeWorking Paperen_US
dc.identifier.ppn635644975en_US
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungenen_US
dc.identifier.repecRePEc:zbw:zewdip:10063-
Appears in Collections:ZEW Discussion Papers
Publikationen von Forscherinnen und Forschern des ZEW

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