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030910 Hal Varian FTC Preso

030910 Hal Varian FTC Preso



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Published by danmartingoogle
Revised edition available here: http://www.scribd.com/doc/28470293/
Revised edition available here: http://www.scribd.com/doc/28470293/

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Published by: danmartingoogle on Mar 09, 2010
Copyright:Attribution Non-commercial


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Google Confidential and Proprietary
Newspaper economics
Online and offline
Hal VarianMarch 9, 2010
Economics of newspapers
Review some of the economic facts about newspapers
Revenues and costs
Advertising level, change and composition
Examine how internet has impacted ad revenue
Examine how internet has impacted reader use patterns
Speculate about what might turn things around
Business opportunities
Technological opportunities
Data sources
US Statistical Abstract
Newspaper Association of America Trends and Numbers website
Pew Foundation
Academic books and publications
Revenue and costs
Advertising80Retail40%Classified32%National 8%Sales20Newsstand17%Subscription 3%Total100%100Core35%Promotion12%Editorial14%Administrative 9%Prodn & Distn52%Production20%Distribution14%Raw materials18%Total87%87%
Source: Vogel, H, Entertainment Industry Economics, 7th edition, page 343
Revenue (%)Costs as % of revenueInternet distributioncould cut productioncosts by at least half.

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