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An Estimated Model of the German Magazine Market

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  • Ulrich Kaiser

Abstract

I derive and estimate a model for profit maximization of German magazines. Quarterly data on German women's magazines observed between 1998 and 2001 are used in the econometrics. Main empirical results are that magazines with particularly circulation-sensitive advertising prices set cover prices below marginal cost and there are large and highly significant returns to scale and scope in production. ZUSAMMENFASSUNG - (Ein geschaetztes Modell für den deutschen Zeitschriftenmarkt) Diese Arbeit entwickelt und schätzt ein Modell für die Gewinnmaximierung deutscher Zeitschriften. In der ökonometrischen Analyse werden vierteljährliche Daten des Zeitraums 1998 bis 2001 verwendet. Es zeigt sich, dass die Preise von Zeitschriften, deren Anzeigenpreis besonders stark auf Veränderungen in der verkauften Auflage reagieren, deutlich unter den Produktionskosten liegen. Zudem finden sich grosse und hochsignifikante Skalenerträge.

Suggested Citation

  • Ulrich Kaiser, 2004. "An Estimated Model of the German Magazine Market," CIG Working Papers SP II 2004-07, Wissenschaftszentrum Berlin (WZB), Research Unit: Competition and Innovation (CIG).
    • Handle: RePEc:wzb:wzebiv:spii2004-07
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    References listed on IDEAS

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    Cited by:

    1. Argentesi, Elena & Ivaldi, Marc, 2005. "Market Definition in Printed Media Industry: Theory and Practice," IDEI Working Papers 376, Institut d'Économie Industrielle (IDEI), Toulouse.
    2. Marcelo Resende & Eduardo Ferioli, 2018. "Magazine Subscription and Intertemporal Discounting: Some Further Evidence," Economics Bulletin, AccessEcon, vol. 38(4), pages 2079-2093.
    3. Hanna-Kaisa Ellonen & Piia Karhu, 2006. "Always The Little Brother? Digital-Product Innovation In The Media Sector," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 3(01), pages 83-105.

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    More about this item

    Keywords

    Magazine; cost estimation; GMM estimation;
    All these keywords.

    JEL classification:

    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
    • C33 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Models with Panel Data; Spatio-temporal Models

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