Either or Both Competition: A "Two-Sided" Theory of Advertising with Overlapping Viewerships
Either or Both Competition: A "Two-Sided" Theory of Advertising with Overlapping Viewerships
About this item
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Author / Creator
Publisher
Pittsburgh: American Economic Association
Journal title
Language
English
Formats
Publication information
Publisher
Pittsburgh: American Economic Association
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Scope and Contents
Contents
In media markets, consumers spread their attention to several outlets, increasingly so as consumption migrates online. The traditional framework for competition among media outlets rules out this behavior by assumption. We propose a new model that allows consumers to choose multiple outlets and use it to study the effects on advertising levels and...
Alternative Titles
Full title
Either or Both Competition: A "Two-Sided" Theory of Advertising with Overlapping Viewerships
Authors, Artists and Contributors
Author / Creator
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Record Identifier
TN_cdi_proquest_journals_1807078569
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_1807078569
Other Identifiers
ISSN
1945-7669
E-ISSN
1945-7685
DOI
10.1257/mic.20150019
