本研究在双边市场理论视角下,检验1996年至2013年中国报业市场的报纸总印数与 广告经营额的格兰杰因果关系,借此考察读者市场与广告市场之间的交叉网络外部性。 研究发现,广告经营额是报纸总印数变化的格兰杰原因,但是报纸总印数不是广告经营 额变化的格兰杰原因。研究随后基于 “交叉网络外部性”(cross-group externalities)概 念包不包含“双向”意味的讨论,得出结论:中国报业市场是双边市场。在此市场中, 广告主在报业市场发展中起着主导性的作用,广告主的投放行为能够导致报纸印数的增 加。

Based on the two-sided markets perspective, this study examines the cross-group externalities between readers’ market and advertisers’ market by using Granger causality test with such two indicators as the print run and advertising revenue of Chinese newspaper market from 1996 to 2013. The Granger causality test shows that advertising revenue is the Granger cause of print run while print run is not the Granger cause of advertising revenue. And then, after discussing whether cross-group externalities in a two-sided market must be a two-way thing or not, it comes to the conclusion that Chinese newspaper market is a two-sided market, where advertisers plays a dominant role in the market development and advertising gives rise to increased newspapers print run.