PT  - JOURNAL ARTICLE
AU  - David E. Sumner
TI  - Who Pays for Magazines? Advertisers or Consumers?
AID  - 10.2501/JAR-41-6-61-67
DP  - 2001 Nov 01
TA  - Journal of Advertising Research
PG  - 61--67
VI  - 41
IP  - 6
4099  - http://www.journalofadvertisingresearch.com/content/41/6/61.short
4100  - http://www.journalofadvertisingresearch.com/content/41/6/61.full
SO  - J Advert Res2001 Nov 01; 41
AB  - This study compared change in prices paid by consumers with those paid by advertisers for 96 major magazines published continuously between 1980 and 1998. Advertisers are paying a whole lot more while consumers actually paid less for subscriptions (in inflation-adjusted dollars) than they did in 1980.