It is widely reported and believed that consumer magazine prices are subsidized by the advertising carried within the magazines. This study examined the contribution of advertising to the price per editorial page and the average selling price of magazines. No support was found for the contention that advertising decreases the price per editorial page or the price per copy of consumer magazines. It was concluded that advertising in magazines is provided free to consumers, but does not subsidize prices.
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Soley et al. (1987) studied this question.
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