When do magazines go online?
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Abstract: The determinants of website-launching by German women's magazines are analyzed using a semi-parametric duration model. Main results are that online advertising and cross-selling opportunities have a significantly positive effect
on website-launching (with the magnitude considerably varying over time) and that a low time--criticalness of the print issue contents, a low price elasticity of magazine demand and a more internet-affluent readership structure positively influence
website-launching. Evidence for the presence of bandwagon effects is also found - the more direct competitors already maintain a website, the more likely it is that a magazine launches a website.
Keywords: website-launching, magazines, duration models
JEL classification: L21, C41

Status: under construction
Data
The data along with a variable description and the software codes I used will be made available here as soon as the paper is accepted (so let's hope it will be accepted soon).