Advertising and Newspaper Differentiation: On the Role of Readers’ Advertising Taste
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- Discussion papers (FOR) 
Newspapers have an incentive to moderate their profile in order to gain a larger readership and thus higher advertising revenue. We show that this incentive is weakened both if readers are ad-haters and if they are ad-lovers.
UtgiverNorwegian School of Economics and Business Administration. Department of Finance and Management Science