Do media consumers really dislike advertising? An empirical assessment of the role of advertising in print media markets

Readers of Women's magazines, Business and politics magazines as well as Car magazines - market segments where advertisements are relatively more informative - appreciate advertising while advertising is nuisance to readers of Adult magazines, a segment where advertisements are particularly uninformative. Demand for interior design magazines is not well identified. Our logit demand estimates are confirmed by logit demand models with random coefficients and by magazine-specific monopoly demand models.