Abstract
This article investigates the price sensitivity of newspaper subscription demand across different markets in Norway. Leveraging unique data on subscription prices and circulation from 2010 to 2019, we estimate how demand responds to price changes and analyse variations across market segments and over time, particularly in the context of digital media growth. Our findings reveal that subscription demand has become increasingly price-sensitive, especially in markets with multiple competitors. This underscores the growing reliance – and vulnerability – of subscription revenue in the evolving media landscape. By illuminating these trends, our study contributes to a deeper understanding of newspaper market dynamics and revenue models in the digital age.