What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines

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dc.contributor.authorPietersma, Nicolas Sjoerden_ZA
dc.date.accessioned2015-02-10T13:36:24Z
dc.date.available2015-02-10T13:36:24Z
dc.date.issued2005en_ZA
dc.descriptionIncludes bibliographical references.en_ZA
dc.description.abstractThis 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.en_ZA
dc.identifier.apacitationPietersma, N. S. (2005). <i>What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines</i>. (Thesis). University of Cape Town ,Faculty of Commerce ,School of Economics. Retrieved from http://hdl.handle.net/11427/12410en_ZA
dc.identifier.chicagocitationPietersma, Nicolas Sjoerd. <i>"What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines."</i> Thesis., University of Cape Town ,Faculty of Commerce ,School of Economics, 2005. http://hdl.handle.net/11427/12410en_ZA
dc.identifier.citationPietersma, N. 2005. What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Pietersma, Nicolas Sjoerd AB - 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. DA - 2005 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2005 T1 - What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines TI - What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines UR - http://hdl.handle.net/11427/12410 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/12410
dc.identifier.vancouvercitationPietersma NS. What advertisers want : a hedonic analysis of advertising rates in South African consumer magazines. [Thesis]. University of Cape Town ,Faculty of Commerce ,School of Economics, 2005 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/12410en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentSchool of Economicsen_ZA
dc.publisher.facultyFaculty of Commerceen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherPolitics, Philosophy and Economicsen_ZA
dc.titleWhat advertisers want : a hedonic analysis of advertising rates in South African consumer magazinesen_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMPhilen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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