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Observed Structure and the Theory
An Empirical Test
Additional Evidence and Changes Over Time
3 other sections not shown
adver advertiser demand advertising space algebraic structure annual appendix assumption average buyer preferences changes classified advertising column inches competition cost per subscriber covariance daily circulation declining defined demand functions dollars economies of scale Editor and Publisher endogenous estimator bias evidence exogenous variables firm's households hypothesis test identical inch of advertising increase input interpretation isolate structure Kuhns sample legal advertising logarithm long-run marginal cost marginal cost functions marginal subscription cost mators matrix monopolistic competition national advertising natural logarithm newspaper cost function newspaper firm newspaper output newspaper product observations parameter estimates partial derivatives plant scale possible priori production function profit maximizing published space questionnaire random variables reported scale economy hypotheses Scripps-Howard second differential small firms space published specification error SRDS sample subscriber-inch output subscriber-inch prices subscriber-inches of advertising subscription output table A-VII tion Trade Zone TSLS estimators typical firm values vector