Who affects whom in daily newspaper markets?

Lisa George, Joel Waldfogel

Research output: Contribution to journalArticle

94 Scopus citations

Abstract

When consumers share similar preferences, additional consumers will bring forth products that confer positive "preference externalities" on others. However, if distinct groups of consumers have substantially different preferences, the groups bring forth products with more appeal to themselves and less appeal to others. We document that in their capacity as daily newspaper consumers, blacks and whites are more likely to buy daily newspapers in markets with larger black and white populations, respectively. Similar results hold for Hispanics and non-Hispanics, but not by education, income, or age. We provide evidence that product positioning underlies our results.

Original languageEnglish (US)
Pages (from-to)765-784
Number of pages20
JournalJournal of Political Economy
Volume111
Issue number4
DOIs
StatePublished - Aug 1 2003

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