Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
13Activity
0 of .
Results for:
No results containing your search query
P. 1
Newspaper economics, Online and Offline (03/13/2010 Hal Varian FTC Preso - Revised)

Newspaper economics, Online and Offline (03/13/2010 Hal Varian FTC Preso - Revised)

Ratings:

5.0

(4)
|Views: 12,638 |Likes:
Published by danmartingoogle

More info:

Published by: danmartingoogle on Mar 16, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

01/23/2014

pdf

text

original

 
Google Confidential and Proprietary
1
Newspaper economics
Online and offline
Hal VarianMarch 9, 2010(revised March 13, 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
Advertising 80Retail 40%Classified 32%National 8%Sales 20Newsstand 17%Subscription 3%Total 100% 100Core 35%Promotion 12%Editorial 14%Administrative 9%Prodn & Distn 52%Production 20%Distribution 14%Raw materials 18%Total 87%87%
Source: Vogel, H, Entertainment Industry Economics, 7th edition, page 343
Revenue (%)Costs as % of revenueInternet distributioncould cut productioncosts by at least half.

Activity (13)

You've already reviewed this. Edit your review.
Bo Xu added this note
mobile's success at getting people to read news is interesting - part of the reason why you see there being different products (still seems weird to the average person i bet) , mobile ads popular,
Bo Xu added this note
shortform 'news' isn't valuable
Bo Xu added this note
cross sub doesn't work, people have more time to read offline news
Bo Xu added this note
news dominates searches
Bo Xu added this note
could mean you need a new product?
Bo Xu added this note
people don't read newspapers online?
Bo Xu added this note
online people have multiple sources, look at weather and current events, emailed links!
Bo Xu added this note
tv as major news source
Bo Xu added this note
so as population increased, newspaper per household dropped
Bo Xu added this note
daily circulation - is this subscription or total?

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->