Browsing Discussion papers (FOR) by Subject "hotelling"
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Advertising and Newspaper Differentiation: On the Role of Readers’ Advertising Taste
(Discussion paper, Working paper, 2007-01)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.