JEL classification: C23, L11
Status: unsubmitted working paper
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| Do Media Consumers Really Dislike Advertising? An Empirical Assessment of a Popular Assumption in Economic Theory | |||||||||||
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| Abstract: This paper uses data on the population of German magazines for the period 1973 to 2004 to show that, contrary o conventional wisdom, there is little evidence for magazine readers disliking advertising. Many magazines in fact have readers who appreciate advertising. The degree of appreciation increases in reader age and decreases with income as well as with education. | |||||||||||
| Keywords: two-sided markets, advertising, Mean Group Estimation, media markets, nuisance JEL classification: C23, L11 Status: unsubmitted working paper |
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