Targeted advertising in magazine markets and the advent of the internet

Management Science

Volumn 60, Issue 7, 2014, Pages 1829-1843

  Chandra, Ambarish ^a,b   Kaiser, Ulrich ^c,d,e,f  

^a STATE UNIVERSITY OF NEW YORK   (United States)

^b UNIVERSITY OF TORONTO   (Canada)

^c UNIVERSITY OF ZURICH   (Switzerland)

^d CENTRE FOR EUROPEAN ECONOMIC RESEARCH ZEW   (Germany)

^e UNIVERSITY OF COPENHAGEN   (Denmark)

^f IZA   (Germany)

Author keywords

Advertising rates; Internet complementarity; Magazines; Multihoming; Targeted advertising

Indexed keywords

INTERNET;

ADVERTISING RATES; COMPANION WEBSITE; MAGAZINE MARKETS; MAGAZINES; MULTI-HOMING; ONLINE CHANNELS; TARGETED ADVERTISING; USUAL ASSUMPTIONS;

PUBLISHING;

EID: 84903975595     PISSN: 00251909     EISSN: 15265501     Source Type: Journal    
DOI: 10.1287/mnsc.2013.1830     Document Type: Article

References (44)

1. Angrist J, Krueger A (2001) Instrumental variables and the search for identification: From supply and demand to natural experiments. J. Econom. Perspect. 15(4):69-85.
2. Angrist J, Pischke JS (2009) Mostly Harmless Econometrics. (Princeton University Press, Princeton, NJ).
3. Athey S, Calvano E, Gans J (2013) The impact of the Internet on advertising markets for news media. NBER Working Paper 19419, National Bureau of Economic Research, Cambridge, M.A.
4. Auto Zeitung (2013) Objektprofil. Accessed January 22, 2014, http:// www.baueradvertising.de/fileadmin/download/objektprofile/ objektprofil- autozeitung.pdf.
5. BDP (The Federal Agency for Civil Education) (2004) Monatliches Haushaltseinkommen pro Kopf nach Haushaltstyp. Accessed January 22, 2014, http://www.bpb.de/nachschlagen/zahlen-und-fakten/soziale-situation-in- deutschland/61754/einkommen-privater-haushalte.
6. Bergemann D, Bonatti A (2011) Targeting in advertising markets: Implications for offline vs. online media. RAND J. Econom. 42(3):414-443.
7. Brigitte (2013) Objektprofil. Accessed January 22, 2014, http:// ems.guj.de/uploads/tx-hngujmediasales/pdfs/BRIGITTE-Objektprofil-06-2013.pdf.
8. Cameron C, Gelbach J, Miller D (2006) Bootstrap-based improvements for inference with clustered errors. Rev. Econom. Statist. 90(3):414-427.
9. Chandra A (2009) Targeted advertising: The role of subscriber characteristics in media markets. J. Indust. Econom. 57(1):58-84.
10. Filistrucchi L (2005) The impact of Internet on the market for daily newspapers in Italy. Working Paper ECO 2005/12, European University Institute, Florence, France.
11. Gabszewicz JJ, Laussel D, Sonnac N (2004) Programming and advertising competition in the broadcasting industry. J. Econom. Management Strategy 13(4):657-669.
12. Gal-Or E, Dukes A (2003) Minimum differentiation in commercial media markets. J. Econom. Management Strategy 12(3):291-325.
13. Gentzkow MA (2007) Valuing new goods in a model with complementarities: Online newspapers. Amer. Econom. Rev. 97(3): 713-744.
14. Goettler R (2012) Advertising rates, audience composition, and competition in the network television industry. Working paper, University of Rochester, Rochester, NY.
15. Goldfarb A, Tucker C (2011a) Privacy regulation and online advertising. Management Sci. 57(1):57-71.
16. Goldfarb A, Tucker C (2011b) Online display advertising: Targeting and obtrusiveness. Marketing Sci. 30(3):389-404.
17. Goldfarb A, Tucker C (2011c) Advertising bans and the substitutability of online and offline advertising. J. Marketing Res. 48(2):207-228.
18. Goldfarb A, Tucker C (2011d) Search engine advertising: Channel substitution when pricing ads to context. Management Sci. 57(3):458-470.
19. Joo M, Wilbur KC, Cowgill B, Zhu Y (2014) Television advertising and online search. Management Sci. 60(1):56-73.
20. Kaiser U (2006) Magazines and their companion websites: Competing outlet channels? Rev. Marketing Sci. 4(1).
21. Kaiser U, Kongsted HC (2012) Do magazines' "companion websites" cannibalize the demand for the print version? J. Media Econom. 25:184-197.
22. KEK (Commission on Concentration in the Media) (2009) Daten zum Zeitungsmarkt insgesamt. Accessed January 22, 2014, http:// www.kek-online.de/ Inhalte/tazei-daten-zeitungsmarkt.pdf.
23. Kézdi G (2004) Robust standard error estimation in fixed-effects panel models. Hungarian Statist. Rev. 9:96-116.
24. Koschat MA, Putsis WP (2000) Who wants you when you're old and poor? Exploring the economics of media pricing. J. Media Econom. 13(4):215-232.
25. Koschat MA, Putsis WP (2002) Audience characteristics and bundling: A hedonic analysis of magazine advertising rates. J. Marketing Res. 39(2):262-273.
26. Liebowitz SJ, Zentner A (2012) Clash of the titans: Does Internet use reduce television viewing? Rev. Econom. Statist. 94(1):234-245.
27. Mediamark Research (2013) MRI+ Database. Accessed January 22, 2014, http://www.mriplus.com.
28. Naik P, Peters K (2009) A hierarchical marketing communications model of online and offline media synergies. J. Interactive Marketing 23:288-299.
29. Naik P, Raman K (2003) Understanding the impact of synergy in multimedia communications. J. Marketing Res. 40:375-388.
30. Newspaper Association of America (2013a) Newspaper Revenue. Accessed January 22, 2014, http://www.naa.org.
31. Newspaper Association of America (2013b) Trends and Numbers. Accessed January 22, 2014, http://www.naa.org.
32. Plummer J, Rappaport S, Hall T, Barocci R (2007) The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation (John Wiley & Sons, New York).
33. Publisher's Information Bureau (2013) Insights and Resources. Accessed January 22, 2014, http://www.magazine.org/insightsresources/ pib.
34. Rogers WH (1993) Regression standard errors in clustered samples. Stata Tech. Bull. 13:19-23.
35. Rysman M (2004) Competition between networks: A study of the market for yellow pages. Rev. Econom. Stud. 71:483-512.
36. Scarborough Research (2007) Four out of five newspaper website readers also read the printed edition. Accessed January 22, 2014, http://www.nnnlp.com/ in-the-news/2007-07-17-cmr.
37. Seelye KQ (2005) Can papers end the free ride online? New York Times (March 14), http://www.nytimes.com/2005/03/14/ business/media/14paper.html?-r=0.
38. Simon D, Kadiyali V (2007) The effect of a magazine's free digital content on its print circulation: Cannibalization or complementarity? Inform. Econom. Policy 19(3-4):344-361.
39. Stock J, Wright J, Yogo M (2002) A survey of weak instruments and weak identification in generalized method of moments. J. Amer. Statist. Assoc. 20(4):518-529.
40. USA Today (2009) Newspaper closings raise fears about industry. (March 19).
41. VDZ (Association of German Magazine Publishers) (2010) Publikumszeitschriften. Accessed January 22, 2014, http:// www.vdz.de/uploads/ media/Branchendaten-PZ-2010.pdf.
42. Wooldridge JM (2002) Econometric Analysis of Cross Section and Panel Data. (MIT Press, Cambridge, MA).
43. Zentner A (2012) The effect of the Internet on advertising expenditures: An empirical analysis using a panel of countries. J. Econom. Management Strategy 21(4):913-926.
44. Zigmond D, Stipp H (2010) Assessing a new advertising effect: Measurement of the impact of television commercials on Internet search queries. J. Advertising Res. 50(2):162-168.