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What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines
Includes bibliographical references.
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| Main Author: | |
|---|---|
| Format: | Thesis |
| Language: | English |
| Published: |
School of Economics
2015
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| Subjects: | |
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| _version_ | 1867613334468034561 |
|---|---|
| access_status_str | Open Access |
| author | Pietersma, Nicolas Sjoerd |
| author_browse | Pietersma, Nicolas Sjoerd |
| author_facet | Pietersma, Nicolas Sjoerd |
| author_sort | Pietersma, Nicolas Sjoerd |
| collection | Thesis |
| description | Includes bibliographical references. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/12410 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:34:28.941Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | School of Economics |
| publisherStr | School of Economics |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/12410 What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines Pietersma, Nicolas Sjoerd Politics, Philosophy and Economics Includes bibliographical references. This article explores the role of circulation, readership and reader demographics in the determination of advertising rates in South African consumer magazines. The study uses panel data collected between 2000 and 2003 to quantify the relationships by assigning implicit prices to various magazine characteristics. Furthermore, a synopsis of the structure of the magazine industry in South Africa is developed using cluster-analytic techniques. The analysis lends some statistical credence to some widely held beliefs in the publishing industry; namely that advertisers value the young, the educated and the affluent as audiences. The role of race and gender in the determination of magazine advertising rates is also explored. 2015-02-10T13:36:24Z 2015-02-10T13:36:24Z 2005 Master Thesis Masters MPhil http://hdl.handle.net/11427/12410 eng application/pdf School of Economics Faculty of Commerce University of Cape Town |
| spellingShingle | Politics, Philosophy and Economics Pietersma, Nicolas Sjoerd What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines |
| thesis_degree_str | Master's |
| title | What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines |
| title_full | What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines |
| title_fullStr | What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines |
| title_full_unstemmed | What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines |
| title_short | What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines |
| title_sort | what advertisers want a hedonic analysis of advertising rates in south african consumer magazines |
| topic | Politics, Philosophy and Economics |
| url | http://hdl.handle.net/11427/12410 |
| work_keys_str_mv | AT pietersmanicolassjoerd whatadvertiserswantahedonicanalysisofadvertisingratesinsouthafricanconsumermagazines |