Advertising and Newspaper Differentiation: On the Role of Readers’ Advertising Taste

Type/nr A52/06
Skrevet av Hans Jarle Kind, Marko Koethenbuerger and Guttorm Schjelderup
Newspapers have an incentive to moderate their profile in order to gain a larger readership and thus higher advertising revenue. We show that this incentive is weakened both if readers are ad-haters and if they are ad-lovers.
Språk Skrevet på engelsk