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How the Internet Changed the Market for Print Media

Author

Listed:
  • Manudeep Bhuller
  • Tarjei Havnes
  • Jeremy McCauley
  • Magne Mogstad

Abstract

Combining rich data from the Norwegian media market with exogenous variation in the availability and adoption of broadband internet, this paper provides causal evidence on how the internet affected traditional print media. Broadband internet adoption triggered large reductions in print readership and circulation and equally large increases in online news readership. Despite strong substitution from print to online news consumption, newspaper revenues fell dramatically. Newspapers responded to this adverse technology shock along multiple dimensions, including cutting costs by reducing labor inputs and the physical newspaper size and changing the print product available to customers by reducing tabloid content share.

Suggested Citation

  • Manudeep Bhuller & Tarjei Havnes & Jeremy McCauley & Magne Mogstad, 2024. "How the Internet Changed the Market for Print Media," American Economic Journal: Applied Economics, American Economic Association, vol. 16(2), pages 318-358, April.
    • Handle: RePEc:aea:aejapp:v:16:y:2024:i:2:p:318-58
    DOI: 10.1257/app.20210689
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    Cited by:

    1. Charles Angelucci & Julia Cagé & Michael Sinkinson, 2024. "Media Competition and News Diets," American Economic Journal: Microeconomics, American Economic Association, vol. 16(2), pages 62-102, May.
    2. Leopoldo Fergusson & Carlos Molina, 2020. "Facebook Causes Protests," HiCN Working Papers 323, Households in Conflict Network.
    3. Milena Djourelova & Ruben Durante & Gregory J. Martin, 2021. "The Impact of Online Competition on Local Newspapers: Evidence from the Introduction of Craigslist," CESifo Working Paper Series 9090, CESifo.
    4. Sabatini, Fabio, 2023. "The Behavioral, Economic, and Political Impact of the Internet and Social Media: Empirical Challenges and Approaches," IZA Discussion Papers 16703, Institute of Labor Economics (IZA).

    More about this item

    JEL classification:

    • D24 - Microeconomics - - Production and Organizations - - - Production; Cost; Capital; Capital, Total Factor, and Multifactor Productivity; Capacity
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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