Do Magazines’ “Companion Websites” Cannibalize the Demand for the Print Version?
نویسندگان
چکیده
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. JEL-classification: C32, C33, L11
منابع مشابه
Is a Newspaper's Companion Website a Competing Outlet Channel for the Print Version?
This paper uses Granger non–causality tests to analyze if channel competition exists between the companion websites of 93 German newspapers observed between I/1998 and II/2005. It provides econometric evidence for significant negative effects of companion website traffic on the print circulation of national newspapers and for significantly positive effects on local newspapers, at least for the ...
متن کاملMixing English in Persian Print Advertising Discourse
This article intended to illustrate a profile of the impact of English in magazine print advertising in Iran, examining the quantitative results obtained from discourse analysis. Three issues of Khanevadeh Sabz and two issues of Zendegi Ideal, female-oriented and best-seller magazines published in 2011, were collected and a total of 261 advertisements was analyzed qualitatively. Results showed ...
متن کاملOptimal Cover Prices and the Effects of Website Provision on Advertising and Magazine Demand
I derive and estimate a model for cover price setting in print media markets where actors are faced by two interrelated demand curves: the demand for the print medium and the demand for advertising space. Publicly available data on German women’s magazines observed between 1998 and 2001 are used in the GMM estimation. Main findings are that my estimated marginals cost coincide well with those o...
متن کاملHowever You Like It: Computer's Enhanced Digital Format or Affordable Print Option
I would like to share with you some exciting developments that are underway for Computer and other Computer Society magazines. Starting with the January 2016 issue, the Computer Society’s digital magazines will arrive in your inbox in an improved, mobile-friendly, adaptive design, which is an enhanced e-book format. This means that Computer will be accessible—and readable— anywhere, on any devi...
متن کاملThe effects of website provision on the demand for German women’s magazines
What happens to the demand of the print version if a magazine launches a website? This question is empirically analyzed for the German women's magazine market, a particularly relevant segment of the German magazine market. Static and dynamic nested logit–type demand models are estimated on quarterly panel data covering the period 1996 to 2001. Main findings are that website provision does not h...
متن کامل