Advertising Pricing Models in Media Markets: Lump-Sum versus Per-Consumer Charges

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Helmut Dietl; Markus Lang; Panlang Lin;
  • Subject: Advertising, media platform, two-sided market, lump-sum charge, per-consumer charge, asymmetric competition
    • jel: jel:L10 | jel:D40

This paper develops a model of asymmetric competition between a pay and a free media platform. The pay media platform generates revenues from media consumers through subscription fees, while the free media platform generates revenues from charging advertisers either on ... View more
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