• Corpus ID: 154304808

Advertising, News Customization and Media Pluralism

@inproceedings{Pires2010AdvertisingNC,
  title={Advertising, News Customization and Media Pluralism},
  author={Armando J. Garcia Pires},
  year={2010}
}
We analyze how consumers’ political preferences, advertising and news customization affect media pluralism (i.e.: diversity of political opinions expressed in the news market). If firms choose to customize, media pluralism may increase, since a larger spectrum of political opinions is covered in the news market. However, when a news firm decides on customization, it has to weight the costs and the benefits (search and adaptation costs versus price discrimination in the customized segment… 
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