The Influence of a Shortened Magazine Supply Duration on Newsstand Magazine Sales |
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| Authors: | Dieter K Tscheulin Martin Dietrich Jorg Lindenmeier Thomas Hafele |
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| Institution: | School of Communication, Dublin City University , Ireland |
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| Abstract: | This article examines how shortened magazine supply duration of magazines effects newsstand sales. Based on a quasi-experimental design, panel data are gathered from a total of 33 newsstand vendors in cooperation with a magazine wholesaler in southwestern Germany. As results show, a shortening in magazines' supply duration does not lead to a significant decrease in a newsstand vendor's or a wholesaler's overall revenues. Furthermore, diverse categories of magazines are affected differently by a shortening of supply durations. |
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