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 bundling strategy using 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 Bundling / Argentesi E.. - ELETTRONICO. - (2006). (Intervento presentato al convegno INTERNATIONAL INDUSTRIAL ORGANIZATION CONFERENCE tenutosi a Boston (USA) nel 7-9 Aprile 2006).
Demand Estimation for Italian Newspapers: The Impact of Bundling
ARGENTESI, ELENA
2006
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 bundling strategy using 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.