The impact of the internet on the French printed media: Is a cover price increase a good strategy to improve profitability? (notice n° 545773)
[ vue normale ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 03168cam a2200229 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121113824.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Borsenberger, Claire |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | The impact of the internet on the French printed media: Is a cover price increase a good strategy to improve profitability? |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2020.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 27 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Depuis presque cinquante ans et dans la plupart des pays de l’OCDE, le tirage et la taille du lectorat de la presse papier ont diminué. En conséquence, les annonceurs se sont petit à petit tournés vers d’autres médias, en particulier vers les concurrents en ligne, perturbant le modèle biface traditionnel de l’industrie de la presse écrite et accentuant les difficultés économiques des éditeurs de presse écrite. Dans cet article nous examinons une stratégie, contre-intuitive de prime abord, visant à améliorer la profitabilité des éditeurs et testons si un éditeur a intérêt à augmenter le prix du journal ou du magazine qu’il édite sous format papier. Nous analysons empiriquement le marché français de la presse écrite, en modélisant l’existence d’un effet réciproque entre la taille du lectorat et la quantité de publicité. D’après nos estimations d’élasticité prix de la demande, cette stratégie pourrait être adoptée par certaines catégories de journaux, en particulier celles dédiées aux contenus suivants : information, féminin, technologie et société. Pour les magazines consacrés à l’art, la nature ou la science, une stratégie plus profitable serait d’augmenter le prix des encarts publicitaires. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | For nearly half a century and in most OECD countries, the circulation and readership size of printed publications have been decreasing. Consequently, advertisers have gradually shifted their advertising spending to other media, notably toward online competitors, disrupting the traditional two-sided business model of the print media industry and increasing the economic difficulties of press editors. In this paper, we investigate an a-priori counterintuitive strategy to improve profitability and test whether an editor has an interest to increase the cover price of its printed publication. We empirically analyze the French print media market by modeling the existence of a reciprocal effect between the size of the readership and the amount of advertising. According to our price elasticity estimates, some categories of printed press could benefit from this strategy, in particular those dedicated to the following contents: news, women’s interests, technology and society. For art, science or nature magazines, a more profitable strategy would be to increase the price of advertising inserts. JEL codes: L11, L86, M37 |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | two-sided market |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | media |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | advertising |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | internet |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Muller-Vibes, Catherine |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Revue d'économie politique | 129 | 6 | 2020-02-04 | p. 937-965 | 0373-2630 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-revue-d-economie-politique-2019-6-page-937?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-revue-d-economie-politique-2019-6-page-937?lang=en&redirect-ssocas=7080</a> |
Pas d'exemplaire disponible.
Réseaux sociaux