Press advertising and the ascent of the `Pensée Unique'

@article{Gabszewicz_2005_PressAdvertisingPenseeUnique, abstract = {The press industry depends in a crucial way on the possibility of financing an important fraction of its activities by advertising receipts. We show that this induces the editors of newspapers to moderate, in several cases, the political message they display to their readers, compared with the political opinions they would have expressed otherwise. To this end, we consider a three-stage game in which editors select sequentially their political image, the price of their newspaper and the advertising tariff they oppose to the advertisers. The intuition of the result lies in the fact that editors have to sell tasteless political messages to their readers in order to sell a larger audience to the advertisers.}, author = {Gabszewicz, Jean J. and Laussel, Dider and Sonnac, Nathalie }, citeulike-article-id = {2959620}, comment = {Basic message: Editors want to make lots of money which means they need lots of readers in order to appeal to advertisers. In order to attract those readers, the political message of the newspaper must be moderated.}, doi = {http://dx.doi.org/10.1016/S0014-2921(01)00139-8}, journal = {European Economic Review}, keywords = {advertising, demand, io, market, oligopoly, paper\_02\_search\_engine\_competition, product\_differentiation, supply, two\_sided}, month = {May}, number = {4-6}, pages = {641--651}, posted-at = {2008-07-03 15:52:55}, priority = {0}, title = {Press advertising and the ascent of the `Pens\'{e}e Unique'}, url = {http://dx.doi.org/10.1016/S0014-2921(01)00139-8}, volume = {45}, year = {2001} }

TY - JOUR ID - Gabszewicz_2005_PressAdvertisingPenseeUnique L3 - citeulike-article-id:2959620 TI - Press advertising and the ascent of the `Pensée Unique' JF - European Economic Review VL - 45 IS - 4-6 SP - 641 EP - 651 N2 - The press industry depends in a crucial way on the possibility of financing an important fraction of its activities by advertising receipts. We show that this induces the editors of newspapers to moderate, in several cases, the political message they display to their readers, compared with the political opinions they would have expressed otherwise. To this end, we consider a three-stage game in which editors select sequentially their political image, the price of their newspaper and the advertising tariff they oppose to the advertisers. The intuition of the result lies in the fact that editors have to sell tasteless political messages to their readers in order to sell a larger audience to the advertisers. KW - advertising KW - demand KW - io KW - market KW - oligopoly KW - paper_02_search_engine_competition KW - product_differentiation KW - supply KW - two_sided N1 - Basic message: Editors want to make lots of money which means they need lots of readers in order to appeal to advertisers. In order to attract those readers, the political message of the newspaper must be moderated. AU - Gabszewicz, Jean AU - Laussel, Dider AU - Sonnac, Nathalie PY - 2001/05// UR - http://dx.doi.org/10.1016/S0014-2921(01)00139-8 ER -