The Effects of Website Provision on the Demand for German Women's Magazines

37 Pages Posted: 7 May 2003

See all articles by Ulrich Kaiser

Ulrich Kaiser

University of Southern Denmark - Faculty of Social Sciences; Center for Economic and Business Research (CEBR); Centre for European Economic Research

Multiple version iconThere are 2 versions of this paper

Date Written: November 20, 2001

Abstract

What happens to demand if a magazine launches a website? This question is empirically analyzed for the German women's magazine market, a particularly large segment of the German magazine where fierce competition is reigning. Models for differentiated product demand are estimated on panel data covering the period 1990 to 2000, showing that website provision does not significantly affect magazines' market shares. Magazines that launched a website face a significantly lower price elasticity of demand than competitors that did not go online. Descriptive evidence on the magazines' website contents shows that websites are used to provide supplementary information and to advertise current print issues.

Keywords: differentiated product demand models, magazines, instrumental-variables estimation, panel data

JEL Classification: C3, L1

Suggested Citation

Kaiser, Ulrich, The Effects of Website Provision on the Demand for German Women's Magazines (November 20, 2001). ZEW Discussion Paper No. 01-69. Available at SSRN: https://ssrn.com/abstract=373341 or http://dx.doi.org/10.2139/ssrn.373341

Ulrich Kaiser (Contact Author)

University of Southern Denmark - Faculty of Social Sciences ( email )

Campusvej 55
DK-5230 Odense M
Denmark

HOME PAGE: http://www.sam.sdu.dk/staff/uka

Center for Economic and Business Research (CEBR) ( email )

Porcelaenshaven, Bldg 65
DK-2000 Frederiksberg
Denmark

HOME PAGE: http://www.cebr.dk/uk

Centre for European Economic Research ( email )

P.O. Box 10 34 43
L 7,1 D-68161 Mannheim
Germany

HOME PAGE: http://www.zew.de/de/mitarbeiter/mitarbeiter.php3?action=mita&kurz=uka

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