Targeted Advertising in Magazine Markets and the Advent of the Internet

Ambarish Chandra, Ulrich Kaiser

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    Abstrakt

    This 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.
    OriginalsprogEngelsk
    TidsskriftManagement Science
    Vol/bind60
    Udgave nummer7
    Sider (fra-til)1829-1843
    ISSN0025-1909
    DOI
    StatusUdgivet - 2014

    Emneord

    • Targeted advertising
    • Magazines
    • Advertising rates
    • Internet complementarity
    • Multihoming

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