RT Journal Article
SR Electronic
T1 Who Pays for Magazines? Advertisers or Consumers?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 61
OP 67
DO 10.2501/JAR-41-6-61-67
VO 41
IS 6
A1 David E. Sumner
YR 2001
UL http://www.journalofadvertisingresearch.com/content/41/6/61.abstract
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.