Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/41442 
Erscheinungsjahr: 
2010
Schriftenreihe/Nr.: 
ZEW Discussion Papers No. 10-063
Verlag: 
Zentrum für Europäische Wirtschaftsforschung (ZEW), Mannheim
Zusammenfassung: 
We 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.
Schlagwörter: 
targeted advertising
reader homogeneity
quantile regression
magazines
advertising rates
JEL: 
C21
C23
L11
M31
Dokumentart: 
Working Paper

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