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Subscribe Now: On the Effectiveness of Advertising Messages in Promoting Newspapers’ Online Subscriptions

Previous literature has suggested that newspaper publishers should optimize how they advertise their online subscriptions. However, empirical findings on the effectiveness of advertising messages in increasing people’s willingness to pay for such online subscriptions are still rare. Therefore, this...

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Principais autores: Bartosz Wilczek, Ina Schulte-Uentrop, Neil Thurman
Formato: Artigo
Idioma:Inglês
Publicado em: USC Annenberg Press 2023-05-01
coleção:International Journal of Communication
Assuntos:
advertising
newspapers
online experiment
online journalism
online subscriptions
paywalls
Acesso em linha:https://ijoc.org/index.php/ijoc/article/view/19984
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