This paper looks at a form of non-price competition that has taken place in the Italian newspaper market, whereby weekly supplements are sold with the newspaper at a higher price. I estimate the impact of this selling strategy using a logit and a nested logit model of demand on a panel of Italian newspapers. I show that supplements increase the readership both in the weekday of issue and in the average weekday. This suggests that supplements are a way to attract new readers for the newspaper. This promotional effect is due both to business stealing and to market expansion.
DEMAND ESTIMATION FOR ITALIAN NEWSPAPERS: THE IMPACT OF WEEKLY SUPPLEMENTS / Argentesi E.. - ELETTRONICO. - (2004). (Intervento presentato al convegno Congresso Annuale della Association of Southern European Economic Theorists (ASSET) tenutosi a Barcellona nel 4-6 Novembre 2004).
DEMAND ESTIMATION FOR ITALIAN NEWSPAPERS: THE IMPACT OF WEEKLY SUPPLEMENTS
ARGENTESI, ELENA
2004
Abstract
This paper looks at a form of non-price competition that has taken place in the Italian newspaper market, whereby weekly supplements are sold with the newspaper at a higher price. I estimate the impact of this selling strategy using a logit and a nested logit model of demand on a panel of Italian newspapers. I show that supplements increase the readership both in the weekday of issue and in the average weekday. This suggests that supplements are a way to attract new readers for the newspaper. This promotional effect is due both to business stealing and to market expansion.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
