000			nam a22 4500
999			_c48353 _d48353
003			OSt
005			20171101150924.0
008			170926b xxu||||| |||| 00| 0 eng d
100			_aKanuri, Vamsi K. _927619
245			_aOptimizing a Menu of Multiformat Subscription Plans for Ad-Supported Media Platforms
300			_a45-63 p.
520			_aMedia content distribution has changed extensively in the past decade. Content that was once distributed through traditional formats such as television, radio, and print is now available through contemporary digital formats such as smartphone and tablet apps, with many possible versions (e.g., presence or absence of ads). Consequently, many media firms that face heterogeneous markets of consumers with varying content consumption preferences are now offering "menus" of multiformat and multiversion subscription bundles for their customers to choose from. Yet, little systematic model-based guidance exists for configuring and pricing menu options. Moreover, most media firms are audience-building platforms that serve at least two distinct customer groups (content consumers and advertisers) with interrelated demands. Therefore, constructing a menu of content subscription bundles that maximizes total profit from both consumers and advertisers is a formidable challenge. This research proposes a theory-driven implementable model-based approach that can aid media platforms in addressing this challenge. The proposed approach is then demonstrated for a U.S. newspaper, and insights into profit-maximizing menus under various business model and format strategies are provided.
653			_aProfit maximization;
653			_aStudies
653			_aBusiness models
653			_aMarket strategy
653			_aAdvertising media
653			_aMarket research
653			_aAdvertising campaigns
773	0		_029537 _965586 _aFRAZIER GARY L. _o5557519 _tJOURNAL OF MARKETING _x0022-2429
942			_2ddc _cJA-ARTICLE