Targeted Advertising in Magazine Markets and the Advent of the Internet
研究了互联网出现后传统杂志媒体进行定向广告的能力变化，发现拥有配套网站的杂志以及读者更可能上网的杂志，其触达同质受众的溢价增加，表明线下与线上渠道在定向广告上存在互补性。
This paper examines how the ability of traditional media firms to engage in targeted advertising has changed with the advent of the Internet. We find that the premium for reaching a homogeneous audience increases for magazines that have a companion website, as well as for those whose readers are more likely to be online. This indicates a complementarity between offline and online channels with respect to targeted advertising. We hypothesize that this result is driven by multihoming consumers who enhance the value of targeted advertising, in contrast to the usual assumption that multiple advertising messages are redundant. This paper was accepted by Pradeep Chintagunta, marketing.