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- handle: 10670/1.oga0u2
- hal: hal-03391880
- doi: 10.1257/mic.20170306
- SCIENCESPO: 2441/4edekc99or8n2bu86nu4ua8adl
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info:eu-repo/semantics/altIdentifier/hdl/2441/4edekc99or8n2bu86nu4ua8adl
info:eu-repo/semantics/OpenAccess
Mots-clés
Newspaper industry Two-sided markets Advertising Newspaper quality Size of the newsroom L - Industrial Organization/L.L1 - Market Structure, Firm Strategy, and Market Performance/L.L1.L11 - Production, Pricing, and Market Structure • Size Distribution of Firms L - Industrial Organization/L.L1 - Market Structure, Firm Strategy, and Market Performance/L.L1.L15 - Information and Product Quality • Standardization and Compatibility M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M37 - AdvertisingSujets proches
Advertising--Retail trade Advertisements Store advertising Advertising, Consumer Ads Commercial speech Retail advertising Advertising, Retail Consumer advertising Speech, Commercial Advertising, StoreCiter ce document
Charles Angelucci et al., « Newspapers in Times of Low Advertising Revenues », Archive ouverte de Sciences Po (SPIRE), ID : 10.1257/mic.20170306
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Résumé
Newspapers’ advertising revenues have declined sharply in recent decades. We build a model to investigate the consequences on newspapers’ content and prices of a reduction in advertisers’ willingness to pay. Newspapers choose the size of their newsroom, and readers are heterogeneous in the relative amount of journalistic-intensive content they prefer. We show that a reduction in advertising revenues lowers newspapers’ incentives to produce journalistic-intensive content, which affects the composition of their readership. We also build a unique dataset on French newspapers between 1960 and 1974 and perform a difference-in-differences analysis using a “quasi-natural experiment”: the introduction of advertising on television, which affected national newspapers more severely than local ones. We find robust evidence of a decrease in both the amount of journalistic-intensive content produced and the subscription price, which may help rationalize current industry trends. We also provide evidence that national newspapers’ readership became less educated and affluent following the change in prices and content.