At the Competence-Centre on Microeconomic Evaluation (CC-ME) we advise and support EU policy making through ex-post causal evaluation and data-driven microeconomic analysis. The CC-ME hosts a Microeconometric Seminar Series to promote discussions with external researchers from academia and other institutions. Our Seminar Series is intended to disseminate advanced research methodologies and topics in the field of microeconomic evaluation. To further disseminate the benefits of our Series across the JRC, we post a summary of the presented papers together with the presenters' views and opinions on their research and the future of the field of Applied Economics. |
Last week we had the pleasure of having Professor Joan Calzada from the University of Barcelona present his work: News Consumption, Multi-homing, and Advertising Strategies. In his work, Professor Calzada and his coauthor investigate how the internet has changed news consumption and advertising revenue for Spanish news outlets.
Focusing on Spain from 2007-2021, the study finds that increased internet use led to a shift from print to online news consumption, with readers now favoring multiple online sources. This shift has reduced overall print advertising spending, particularly impacting regional and specialized (business, sports) newspapers. While online ad spending per outlet has increased, advertisers are also using more online outlets.
Overall, the internet has decreased advertising revenue for Spanish news outlets, especially regional ones.
To learn more about Professor Joan Calzada's work and opinions about the future of the field of Applied Economics, we asked him to briefly answer a series of questions. You can find his answers to each of our questions below.
Q: What attracted you to research the topics in your paper? A: News media are essential for the effective functioning of democratic societies. However, there is a growing concern that media outlets might no longer be able to play this role due to decline in advertising revenues. |
Q: Where is the research area where your paper fits moving? A: There is a growing theoretical and empirical literature analyzing the consequences of the digitalization of media markets. It is important to know the consequences of digital platforms on traditional newspapers and on the quality of journalism. |
Q: What, in your opinion, will the next breakthrough in Applied Economics be? A: Analysis of the impact of Artificial Intelligence. |
The CC-ME team would like to congratulate Professor Joan Calzada for his insightful research and thank her for presenting it in our Seminar Series.
For more information on the upcoming presentations and how to participate in our Seminar Series please visit our dedicated website.
| Originally Published | 19 Feb 2025 |
| Knowledge service | Metadata | Microeconomic Evaluation |