Blar i Working papers (SNF) på emneord "product differentiation"
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Advertising and newspaper differentiation : on the role of readers’ advertising taste
(Working paper, Working paper, 2006-12)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.