Magazine "Companion Websites" and the Demand for Newsstand Sales and Subscriptions

    Research output: Contribution to journalJournal articleResearchpeer-review

    Abstract

    The authors analyzed the relationship of visits to a magazine's online companion website and total circulation, subscription, and kiosk sales using bivariate vector autoregressions estimated on 67 German magazines that were observed monthly in the period May 1998 to November 2009. Their econometric analysis finds some support for the widespread belief that the Internet cannibalizes print media. On average, a 1% increase in companion website traffic is associated with a weakly significant decrease in total print circulation by 0.15%. This association is mainly driven by a statistically significant and negative mapping between website visits and kiosk sales, although they do not find any statistically significant relationship between website visits and subscriptions. The latter finding is reassuring for publishers because advertisers value a large subscriber base. Moreover, the authors show that the negative relationships between website visits and total circulation as well as kiosk sales are primarily associated with magazines that have a mainly male and Internet–affine readership and by magazines that are published with a less than weekly periodicity.
    The authors analyzed the relationship of visits to a magazine's online companion website and total circulation, subscription, and kiosk sales using bivariate vector autoregressions estimated on 67 German magazines that were observed monthly in the period May 1998 to November 2009. Their econometric analysis finds some support for the widespread belief that the Internet cannibalizes print media. On average, a 1% increase in companion website traffic is associated with a weakly significant decrease in total print circulation by 0.15%. This association is mainly driven by a statistically significant and negative mapping between website visits and kiosk sales, although they do not find any statistically significant relationship between website visits and subscriptions. The latter finding is reassuring for publishers because advertisers value a large subscriber base. Moreover, the authors show that the negative relationships between website visits and total circulation as well as kiosk sales are primarily associated with magazines that have a mainly male and Internet–affine readership and by magazines that are published with a less than weekly periodicity.
    LanguageEnglish
    JournalJournal of Media Economics
    Volume25
    Issue number4
    Pages184-197
    Number of pages14
    ISSN0899-7764
    DOIs
    StatePublished - 2012

    Cite this

    @article{e347f249b61a4aca83181231579a4752,
    title = "Magazine {"}Companion Websites{"} and the Demand for Newsstand Sales and Subscriptions",
    abstract = "The authors analyzed the relationship of visits to a magazine's online companion website and total circulation, subscription, and kiosk sales using bivariate vector autoregressions estimated on 67 German magazines that were observed monthly in the period May 1998 to November 2009. Their econometric analysis finds some support for the widespread belief that the Internet cannibalizes print media. On average, a 1{\%} increase in companion website traffic is associated with a weakly significant decrease in total print circulation by 0.15{\%}. This association is mainly driven by a statistically significant and negative mapping between website visits and kiosk sales, although they do not find any statistically significant relationship between website visits and subscriptions. The latter finding is reassuring for publishers because advertisers value a large subscriber base. Moreover, the authors show that the negative relationships between website visits and total circulation as well as kiosk sales are primarily associated with magazines that have a mainly male and Internet–affine readership and by magazines that are published with a less than weekly periodicity.",
    author = "Ulrich Kaiser and H.C. Kongsted",
    year = "2012",
    doi = "10.1080/08997764.2012.729545",
    language = "English",
    volume = "25",
    pages = "184--197",
    journal = "Journal of Media Economics",
    issn = "0899-7764",
    publisher = "Routledge",
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    }

    Magazine "Companion Websites" and the Demand for Newsstand Sales and Subscriptions. / Kaiser, Ulrich; Kongsted, H.C. .

    In: Journal of Media Economics, Vol. 25, No. 4, 2012, p. 184-197.

    Research output: Contribution to journalJournal articleResearchpeer-review

    TY - JOUR

    T1 - Magazine "Companion Websites" and the Demand for Newsstand Sales and Subscriptions

    AU - Kaiser,Ulrich

    AU - Kongsted,H.C.

    PY - 2012

    Y1 - 2012

    N2 - The authors analyzed the relationship of visits to a magazine's online companion website and total circulation, subscription, and kiosk sales using bivariate vector autoregressions estimated on 67 German magazines that were observed monthly in the period May 1998 to November 2009. Their econometric analysis finds some support for the widespread belief that the Internet cannibalizes print media. On average, a 1% increase in companion website traffic is associated with a weakly significant decrease in total print circulation by 0.15%. This association is mainly driven by a statistically significant and negative mapping between website visits and kiosk sales, although they do not find any statistically significant relationship between website visits and subscriptions. The latter finding is reassuring for publishers because advertisers value a large subscriber base. Moreover, the authors show that the negative relationships between website visits and total circulation as well as kiosk sales are primarily associated with magazines that have a mainly male and Internet–affine readership and by magazines that are published with a less than weekly periodicity.

    AB - The authors analyzed the relationship of visits to a magazine's online companion website and total circulation, subscription, and kiosk sales using bivariate vector autoregressions estimated on 67 German magazines that were observed monthly in the period May 1998 to November 2009. Their econometric analysis finds some support for the widespread belief that the Internet cannibalizes print media. On average, a 1% increase in companion website traffic is associated with a weakly significant decrease in total print circulation by 0.15%. This association is mainly driven by a statistically significant and negative mapping between website visits and kiosk sales, although they do not find any statistically significant relationship between website visits and subscriptions. The latter finding is reassuring for publishers because advertisers value a large subscriber base. Moreover, the authors show that the negative relationships between website visits and total circulation as well as kiosk sales are primarily associated with magazines that have a mainly male and Internet–affine readership and by magazines that are published with a less than weekly periodicity.

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