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dc.contributor.authorChandra, Ambarishen
dc.contributor.authorKaiser, Ulrichen
dc.date.accessioned2010-11-04T10:49:14Z-
dc.date.available2010-11-04T10:49:14Z-
dc.date.issued2010-
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
dc.language.isoengen
dc.publisher|aZentrum für Europäische Wirtschaftsforschung (ZEW) |cMannheimen
dc.relation.ispartofseries|aZEW Discussion Papers |x10-063en
dc.subject.jelC21en
dc.subject.jelC23en
dc.subject.jelL11en
dc.subject.jelM31en
dc.subject.ddc330en
dc.subject.keywordtargeted advertisingen
dc.subject.keywordreader homogeneityen
dc.subject.keywordquantile regressionen
dc.subject.keywordmagazinesen
dc.subject.keywordadvertising ratesen
dc.subject.stwWerbeplanungen
dc.subject.stwZeitungswerbungen
dc.subject.stwKundenanalyseen
dc.subject.stwRegressionen
dc.subject.stwDeutschlanden
dc.titleTargeted advertising in magazine markets-
dc.type|aWorking Paperen
dc.identifier.ppn635644975en
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungenen
dc.identifier.repecRePEc:zbw:zewdip:10063en

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