American Economic Journal: Applied Economics · 2024 · Manudeep Bhuller、Tarjei Havnes、Jeremy McCauley、Magne Mogstad
中文摘要
本文将挪威媒体市场的丰富数据与宽带互联网可用性及采用情况的外生变动相结合，就互联网如何影响传统印刷媒体提供了因果证据。宽带互联网的采用导致纸质媒体读者人数和发行量大幅下降，同时网络新闻读者人数也以同等幅度大幅增加。尽管新闻消费从纸质媒体向网络媒体发生了强烈替代，报纸收入仍急剧下降。面对这一不利的技术冲击，报纸从多个维度作出应对，包括通过减少劳动投入和缩减实体报纸版面来削减成本，以及通过降低小报内容的占比来改变向消费者提供的纸质产品。(JEL D24, L13, L25, L82, L86, O33)
Abstract
Combining rich data from the Norwegian media market with exogenous variation in the availability and adoption of broadband internet, this paper provides causal evidence on how the internet affected traditional print media. Broadband internet adoption triggered large reductions in print readership and circulation and equally large increases in online news readership. Despite strong substitution from print to online news consumption, newspaper revenues fell dramatically. Newspapers responded to this adverse technology shock along multiple dimensions, including cutting costs by reducing labor inputs and the physical newspaper size and changing the print product available to customers by reducing tabloid content share. (JEL D24, L13, L25, L82, L86, O33)