Targeted advertising in magazine markets


Chandra, Ambarish ; Kaiser, Ulrich


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URL: http://ub-madoc.bib.uni-mannheim.de/3016
URN: urn:nbn:de:bsz:180-madoc-30169
Document Type: Working paper
Year of publication: 2010
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: C21 C23 L11 M31 ,
Subject headings (SWD): Deutschland , Werbeplanung , Anzeigenwerbung , Kundenanalyse , Regressionskoeffizient
Keywords (English): targeted advertising , reader homogeneity , quantile regression , magazines , advertising rates
Abstract: We examine the scope and value of targeted advertising in the magazine industry. We use data on reader characteristics at individual media, in contrast to previous work that has needed to infer this information from aggregate data. Our results show a strong relationship between subscriber characteristics and advertising prices. Advertisers clearly value more homogenous groups of readers, measured according to income, gender and age. Our results explain recent trends of declining advertising expenditures in print media, in favor of increasing online advertising.
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Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.




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Chandra, Ambarish ; Kaiser, Ulrich (2010) Targeted advertising in magazine markets. Open Access [Working paper]
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