Trading Dollars for Dollars: The Price of Attention Online and Offline
从理论和实证上比较线上与线下广告的注意力价格，发现线上价格实际上更高，且新媒体的增长并未导致注意力价格下降。
Popular accounts suggest that advertising revenue per unit of consumer attention is lower online than offline, and has fallen in traditional media as the Internet has made advertising markets more competitive. I assess these claims theoretically and empirically, and compare the patterns we observe for the Internet to trends in advertising around the introduction of television and radio. The evidence suggests that the price of attention for similar consumers is actually higher online than offline, and that the growth of new media is not robustly associated with a declining price of attention.