Advertising and newspaper differentiation : on the role of readers’ advertising taste
Working paper
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Date
2006-12Metadata
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- Working papers (SNF) [809]
Abstract
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.
Publisher
SNFSeries
Working paper2006:52