Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/41442
Authors: 
Chandra, Ambarish
Kaiser, Ulrich
Year of Publication: 
2010
Series/Report no.: 
ZEW Discussion Papers 10-063
Abstract: 
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.
Subjects: 
targeted advertising
reader homogeneity
quantile regression
magazines
advertising rates
JEL: 
C21
C23
L11
M31
Document Type: 
Working Paper

Files in This Item:
File
Size
207.74 kB





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.