This issue of Journal of Media Economics includes three articles covering a wide range of mediarelated topics. All three articles have important implications for media firms, from advertisers to traditional media content providers. These articles also raise important points in a larger publicpolicy sense, as well. The first article is “Advertising Content and Television Advertising Avoidance,” by Kenneth C. Wilbur. This article, which relies on actual television viewing behavior collected (anonymously) using set-top cable boxes, examines the factors that influences viewers’ decisions to switch the channel when a commercial appears. As the author notes, television-watching is largely a passive activity, whereas the decision to change channels during a commercial break requires action. The author’s data allows him to observe (i) whether a viewer changes channels during a particular commercial and, if so, (ii) how many seconds into the commercial this switch occurs. The author specifies a proportional hazards model that uses information regarding the identity and the content of an advertisement to explain consumer channel-switching behavior. The resulting coefficient estimates indicate the factors that make consumers more or less likely to stop viewing a given advertisement. Among the empirical findings, the author finds evidence that viewers of live sports programming and animated television programming are less likely to change channels in order to avoid commercials. Television viewers appear to be more hesitant to avoid movie advertisements, but advertisements for websites, auto insurance, and women’s clothing are frequently avoided. There also appears to be diminishing returns on television advertising as viewers are more likely to avoid advertisements that are frequently shown or repeated. The second article is “Do New Media Substitute for Old Media?: A Panel Analysis of Daily Media Use,” by Shinjae Jang and Minsoo Park. This article seeks to measure the degrees of substitutability and complementarity among a variety of different media. The author uses daily media diaries completed by several thousand Korean households between the years of 2010 and 2012. The structure of the diaries allows the author to construct individual-specific panel data regarding the daily consumption of various media. The panel nature of the data allows the author to employ panel econometric techniques that allow individual time-invariant characteristics to be controlled for. The ability to control for these individual characteristics may be quite important in answering the author’s primary research question. For example, does subscribing to a print newspaper and reading news online imply that both are complements? Perhaps but it may also be the case that both actions correspond to someone that is a “news junkie.” Panel econometric techniques allow the author to control for such factors in a way that cross-sectional data would not allow. The author finds strong substitutability among print, television, and computer news consumption. On the other hand, telephone and computer consumption tends to be more complementary. The degree of substitutability or complementarity grows when the author controls for factors such as ownership of various devices or subscriptions. The third article is “Does Media Coverage of a Celebrity Suicide Trigger Copycat Suicides?: Evidence from Korean Cases,” by Yun Jeong Choi and Hyungna Oh. In this policy-relevant article, the authors attempt to discern whether greater media coverage of celebrity suicides leads to increases in national suicide rates. The authors merge reported national suicide data for Korea from 1997 to JOURNAL OF MEDIA ECONOMICS 2016, VOL. 29, NO. 2, 49–50 http://dx.doi.org/10.1080/08997764.2016.1188637

中文翻译：

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广告内容与回避、新媒体或旧媒体、名人自杀的媒体报道

本期《媒体经济学杂志》包括三篇文章，涵盖了广泛的媒体相关主题。所有三篇文章对媒体公司都有重要影响，从广告商到传统媒体内容提供商。这些文章也从更大的公共政策意义上提出了重要观点。第一篇文章是 Kenneth C. Wilbur 撰写的“广告内容和电视广告规避”。本文依赖于使用机顶盒（匿名）收集的实际电视观看行为，研究了在广告出现时影响观众决定切换频道的因素。正如作者所指出的，看电视在很大程度上是一种被动的活动，而在广告插播期间改变频道的决定需要采取行动。作者的数据使他能够观察 (i) 观众是否在特定广告期间更改频道，如果是，则 (ii) 此切换在广告中发生的秒数。作者指定了一个比例风险模型，该模型使用有关广告身份和内容的信息来解释消费者渠道转换行为。由此产生的系数估计表明使消费者或多或少可能停止观看给定广告的因素。在实证结果中，作者发现有证据表明体育直播节目和动画电视节目的观众不太可能为了避开广告而改变频道。电视观众似乎更不愿意避开电影广告，但网站、汽车保险、经常避免穿女装。电视广告的回报似乎也在递减，因为观众更有可能避免经常播放或重复播放的广告。第二篇文章是“新媒体是否取代旧媒体？：日常媒体使用的面板分析”，作者 Shinjae Jang 和 Minsoo Park。本文旨在衡量各种不同媒体之间的可替代性和互补性程度。作者使用了 2010 年至 2012 年间由数千个韩国家庭完成的每日媒体日记。日记的结构使作者能够构建关于各种媒体日常消费的个人特定面板数据。数据的面板性质允许作者采用面板计量经济学技术，允许控制个体的时不变特征。控制这些个体特征的能力对于回答作者的主要研究问题可能非常重要。例如，订阅印刷报纸和在线阅读新闻是否意味着两者是互补的？也许但也有可能是这两种行为都对应于“新闻迷”。面板计量经济学技术允许作者以横截面数据不允许的方式控制这些因素。作者发现印刷、电视和计算机新闻消费之间具有很强的替代性。另一方面，电话和电脑消费往往更具互补性。当作者控制各种设备的所有权或订阅等因素时，可替代性或互补性的程度就会增加。第三篇文章是“名人自杀的媒体报道是否会引发模仿自杀？：来自韩国案例的证据”，由 Yun Jeong Choi 和 Hyungna Oh 撰写。在这篇与政策相关的文章中，作者试图辨别媒体对名人自杀的更多报道是否会导致全国自杀率上升。作者将 1997 年韩国报告的全国自杀数据合并到 JOURNAL OF MEDIA ECONOMICS 2016，VOL。29，没有。2, 49–50 http://dx.doi.org/10.1080/08997764.2016.1188637 韩国案例的证据”，Yun Jeong Choi 和 Hyungna Oh。在这篇与政策相关的文章中，作者试图辨别媒体对名人自杀的更多报道是否会导致全国自杀率上升。作者将 1997 年韩国报告的全国自杀数据合并到 JOURNAL OF MEDIA ECONOMICS 2016，VOL。29，没有。2, 49–50 http://dx.doi.org/10.1080/08997764.2016.1188637 韩国案例的证据”，Yun Jeong Choi 和 Hyungna Oh。在这篇与政策相关的文章中，作者试图辨别媒体对名人自杀事件的更多报道是否会导致全国自杀率上升。作者将 1997 年韩国报告的全国自杀数据合并到 JOURNAL OF MEDIA ECONOMICS 2016，VOL。29，没有。2, 49–50 http://dx.doi.org/10.1080/08997764.2016.1188637