Getting the Story and Telling it Right HIV on TV

We find that advertising induces the editors to moderate the political message they would have otherwise selected, in order to make their newspaper more attractive as a media support for the advertisers. The analysis differs however from the present one by two elements. First, receipts of newpapers’ editors not only include advertising revenues, as for TV-channels, but also revenues resulting from newspapers’ sales to the readers. Second, readers’ ad- vertising aversion is not as significant as the one observed in the TV-viewers’ population, because newspapers’ advertising has a more informational content than TV-advertising, which has mainly a persuasive purpose. Finally, Sonnac (1999) provides an analysis of the consequences of...