Who Pays for Magazines? Advertisers or Consumers?

This study compared change in prices paid by consumers with those paid by advertisers for 96 major magazines published continuously between 1980 and 1998.

Who Pays for Magazines? Advertisers or Consumers?

David E. SumnerBall State University

Although the magazine industry, like the rest of the economy, encountered a slowdown in 2001, it had grown rapidly throughout the 1990s. Consider these facts: 

  • U.S....
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