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Selected Works

2009

Articles 1 - 2 of 2

Full-Text Articles in Social and Behavioral Sciences

The Impact Of Targeting Technology On Advertising Markets And Media Competition, Susan Athey, Joshua S. Gans Dec 2009

The Impact Of Targeting Technology On Advertising Markets And Media Competition, Susan Athey, Joshua S. Gans

Joshua S Gans

This paper examines the impact of geographic targeting technology on local advertising markets when local and general media outlets compete for readers. In a base case, it is demonstrated that when the general outlet adopts such technologies, this does not impact on advertising prices or profits as that outlet expands ad space to meet demand. When wasted impressions are costly or there are advertiser capacity constraints that create competition between outlets for advertisers, this conclusion changes and there is a positive return to targeting. This adoption is likely to adversely impact on local outlet profits.

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Sense Of Place In The Daily Newspaper, Carrie Buchanan Dec 2008

Sense Of Place In The Daily Newspaper, Carrie Buchanan

Carrie Buchanan

The daily newspaper in North America has long been a locally based medium, which offers an opportunity to media geographers to explore concepts of place and locality, and how they have changed over time. This article explores how newspapers create a sense of place about the locality they serve. It reviews some of the major geographic theories of place and the local, as well as the work of communications scholars on how newspapers construct reality in their pages. It applies these ideas to the notion that newspapers construct a sense of place, using both the form and the content of …

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