Do Magazines' 'Companion Websites' Cannibalize the Demand for the Print Version?

40 Pages Posted: 10 Aug 2005 Last revised: 2 Aug 2014

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

Hans Christian Kongsted

University of Copenhagen - Department of Economics; Centre for Economic and Business Research

Date Written: 2005

Abstract

We analyze the relationship between website visits, magazine demand and the demand for advertising pages using Granger non-causality tests on the basis of an extensive and externally audited quarterly data set for the German magazine market spanning the period I/1998 to II/2004. We use traditional panel data estimators and an estimator suitable for heterogeneity across magazines. We find very robust evidence for positive effects from website visits to circulation. There is no evidence of causality running in the opposite direction. Our findings are contrary to the widespread belief that the Internet will cannibalize print media markets.

Keywords: Granger causality, heterogeneous panel data models, Mean Group Estimation, website visits, magazine circulation

JEL Classification: C32, C33, L11

Suggested Citation

Kaiser, Ulrich and Kongsted, Hans Christian, Do Magazines' 'Companion Websites' Cannibalize the Demand for the Print Version? (2005). ZEW - Centre for European Economic Research Discussion Paper No. 05-049. Available at SSRN: https://ssrn.com/abstract=774785 or http://dx.doi.org/10.2139/ssrn.774785

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

Hans Christian Kongsted

University of Copenhagen - Department of Economics ( email )

Øster Farimagsgade 5
Bygning 26
1353 Copenhagen K.
Denmark

Centre for Economic and Business Research

Langelinie Alli 17
DK-2100 Copenhagen
Denmark

Register to save articles to
your library

Register

Paper statistics

Downloads
409
Abstract Views
2,848
rank
70,502
PlumX Metrics