Demand Estimation for Italian Newspapers: the Impact of Weekly Supplements∗ Elena Argentesi† IDEI - University of Toulouse European University Institute and University of Bologna PRELIMINARY VERSION May 2004 Abstract This paper looks at a form of non-price competition that has taken place in the Italian newspaper market, whereby weekly supplements are sold with the newspaper at a higher price. I estimate the impact of this selling strategy using a logit and a nested logit model of demand on a panel of Italian newspapers. I show that supplements increase the readership both in the weekday of issue and in the average weekday. This suggests that supplements are a way to attract new readers for the newspaper. This promotional effect is due both to business stealing and to market expansion. ∗I would like to thank Andrea Ichino and Massimo Motta for their continuous advice and support. I am also grateful to Simon Anderson, Pedro Barros, Marc Ivaldi, Ulrich Kaiser, Paul Seabright, Margaret Slade, Frode Steen, Frank Verboven, and seminar participants at EUI, EARIE 2003 and at the Workshop on Media Economics in Bergen for very helpful discussions and suggestions. The data set I use in this paper was built together with Lapo Filistrucchi, to whom I am also indebted for many suggestions. Part of this work was done while I was visiting the University of Toulouse. †IDEI, Université des Sciences Sociales de Toulouse, 21 Allée de Brienne 31000 Toulouse. Tel: +33 (0)561 128581, Fax: +33 (0)561 128637. E-mail:
[email protected]. 1 1Introduction The Italian newspaper market has always been characterized by a low level of price competition, both at the national and at the local level.