Chandra, Ambarish (2008): Targeted Advertising: The Role of Subscriber Characteristics in Media Markets.
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This paper seeks to establish the importance of targeted advertising in media markets. Using zip-code level circulation for US daily newspapers, I show that newspapers facing more competition have lower circulation prices but higher advertising prices than similar newspapers facing little or no competition. I explain this by showing that newspapers in more competitive markets are better able to segment readers according to their location and demographics. This leads to greater homogeneity in the characteristics of subscribers and raises advertisers' willingness to pay for such readers. The results imply a substantial benefit to advertisers and media firms from targeted advertising.
|Item Type:||MPRA Paper|
|Original Title:||Targeted Advertising: The Role of Subscriber Characteristics in Media Markets|
|Keywords:||Targeted Advertising; Media Markets; Newspapers; Media Segmentation|
|Subjects:||D - Microeconomics > D4 - Market Structure and Pricing
L - Industrial Organization > L1 - Market Structure, Firm Strategy, and Market Performance
|Depositing User:||Ambarish Chandra|
|Date Deposited:||29. Mar 2008 06:33|
|Last Modified:||12. Feb 2013 11:57|