The price elasticity of demand for evening newspapers

Abstract

This paper provides an analysis of the price elasticity of demand for evening newspapers in the United Kingdom. The method used represents a departure from the research tradition which has developed around the technique of multiple regression and the subsequent derivation of elasticity measures from the relevant coefficients of regression. Section I sketches in outline some characteristics of the evening newspaper industry with particular regard to the possibility of applying regression analysis to the available data. Section II describes the data and variables employed in the investigation. Section III outlines the model adopted. Finally, Section IV details the results and explains why, because of the peculiar stochastic specification of the circumstances, regression is not the most appropriate form of analysis.

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