Targeted Advertising in Magazine Markets and the Advent of the Internet

• 成果类型: Article
• 署名作者: Chandra, Ambarish; Kaiser, Ulrich
• 署名单位: State University of New York (SUNY) System; University at Albany, SUNY; University of Toronto; University of Zurich; Leibniz Association; Zentrum fur Europaische Wirtschaftsforschung (ZEW); University of Copenhagen; IZA Institute Labor Economics
• 刊物名称: MANAGEMENT SCIENCE
• ISSN/ISSBN: 0025-1909
• DOI: 10.1287/mnsc.2013.1830
• 发表日期: 2014
• 页码: 1829-1843
• 关键词: targeted advertising; magazines; advertising rates; Internet complementarity; Multihoming

摘要

T his paper examines how the ability of traditional media firms to engage in targeted advertising has changed with the advent of the Internet. We find that the premium for reaching a homogeneous audience increases for magazines that have a companion website, as well as for those whose readers are more likely to be online. This indicates a complementarity between offline and online channels with respect to targeted advertising. We hypothesize that this result is driven by multihoming consumers who enhance the value of targeted advertising, in contrast to the usual assumption that multiple advertising messages are redundant.