题  目：Advertising and Platform Competition with Multi-Homing Users: A Structural Model of the Magazine Market

报告人：史  册    University of Virginia

主持人：夏�君   浙江大学经济学院

时  间：2014年6月18日   星期三   15:00-17:00

地  点：浙大玉泉校区外经贸大楼418室

                                欢迎广大师生参加！

Abstract: Despite the decline of newspapers, magazines remain an important media to both consumers and advertisers in the U.S. The way that magazines price their products is changing rapidly, and understanding that deepens our knowledge of two-sided media markets in general. This paper proposes a structural model of consumer demand for content, advertiser demand for ad space, and pricing decisions of magazines. Using a unique data set of advertiser identities, magazine sales and characteristics, I estimate the model to recover consumer preferences, targeted advertising, and platform surplus. In particular, I incorporate advertiser multi-purchasing ("multi-homing") behavior into the model and thus allow for interdependent payoffs to product choices.

 
                                                 CRPE秘书处
                                                 2014-6-12