Do Magazines' "Companion Websites" Cannibalize the Demand for the Print Version?


Kaiser, Ulrich ; Kongsted, Hans Christian


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URL: http://ub-madoc.bib.uni-mannheim.de/1123
URN: urn:nbn:de:bsz:180-madoc-11235
Document Type: Working paper
Year of publication: 2005
Publication language: English
Institution: Sonstige Einrichtungen > ZEW - Leibniz-Zentrum für Europäische Wirtschaftsforschung
MADOC publication series: Veröffentlichungen des ZEW (Leibniz-Zentrum für Europäische Wirtschaftsforschung) > ZEW Discussion Papers
Subject: 330 Economics
Classification: JEL: C33 L11 C32 ,
Subject headings (SWD): Deutschland , Web Site , Magazin <Zeitschrift> , Schätzung
Abstract: We analyze the relationship between website visits, magazine demand and the demand for advertising pages using Granger non-causality tests on the basis of an extensive and externally audited quarterly data set for the German magazine market spanning the period I/1998 to II/2004. We use traditional panel data estimators and an estimator suitable for heterogeneity across magazines. We find very robust evidence for positive effects from website visits to circulation. There is no evidence of causality running in the opposite direction. Our findings are contrary to the widespread belief that the Internet will cannibalize print media markets.
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Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.




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Kaiser, Ulrich ; Kongsted, Hans Christian (2005) Do Magazines' "Companion Websites" Cannibalize the Demand for the Print Version? Open Access [Working paper]
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