Edward C Malthouse
Biographic Data
| ID | 4909445 |
|---|---|
| NAME | Edward C Malthouse |
| GIVEN NAMES | Edward C |
| FAMILY NAME | Malthouse |
| SIGNATURE | MALTHOUSE E C |
| AFFILIATIONS | Northwestern University |
| ORCID | 0000-0001-7077-0172 |
| VERIFIED | Yes |
| TOTAL WORKS | 15 |
| TOTAL CITATIONS | 89 |
| AUTHOR COUNT | 15 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2010 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 3 |
The Role of Syndicated Content in Retaining Digital Newspaper Subscribers: Evidence from Clickstream and Subscription Data
Syndicated content from news agencies remains a pivotal component of newspaper coverage. Especially for smaller local/regional news organizations with limited resources, syndicated content helps them deliver important news that is beyond their capabilities. However, research on syndicated content has heavily focused on its potentially negative impact such as content homogenization or extensive news recycling (i.e., churnalism) from the production…
Extending Media Context Effects: Bidirectional Emotional Carryover Using Galvanic Skin Response
This study explores a bidirectional emotional relationship between media context and advertising. Using second-by-second Galvanic Skin Response (GSR) and self-reported valence data from viewers in four countries, we find that emotional responses to media influence reactions to ads, and vice versa. Specifically, higher arousal and valence during a program or ad increase arousal and valence during subsequent ads/programs, although there is an inter…
Beyond Exposure: Leveraging Platform-Dependent Publisher Channels to Build Reader Habits and Reduce Subscriber Churn in Local News
Managing advertising and subscription fees to maximize lifetime value
Advertising is an important revenue stream for sustaining media companies and platforms that can optimize customer lifetime value (CLV) when properly balanced with subscription revenue. Our proposed a 3×3 Content/Ad Experience framework is designed to assist media managers and advertisers in identifying their specific scenarios, enhancing their understanding of the advertising ecosystem, and evaluating the trade-offs involved in calculating CLV. …
Data Quality Measures for Computational Research: Ensuring Informed Decisions with Emerging Data Sources
The proliferation of computational advertising (CA) and other technological developments in artificial intelligence have greatly expanded the types of data used in advertising research, thereby creating new data types. The advertising community needs ways to evaluate the quality of CA data. Although traditional frameworks for evaluating quality are still relevant, they must be updated for these new conditions. Data quality discussions are activel…
A Virtuous Circle: Explaining News Deserts and Their Relationships with Social Capital
Popularized with the term "news desert," the decline of the number of newspapers has cast a gloom over the future of American democracy. However, there has been little research on what factors are related to such phenomena. To fill this gap, we construct a theoretical framework based on previous research relating market conditions to news deserts, and study how news deserts relate to social capital. Our analyses find population, and education hav…
Churning off the news: An analysis of newspaper subscriber churn across digital devices
Subscriber churn is of utmost importance for newspapers, which have for decades been struggling to maintain the robust readership they used to enjoy. This is especially true in a digital media landscape that operates within an attention economy. This study examined the difference in subscriber churn across 29 newspaper properties in large U.S. chain. Using subscriber data gathered from all 29 newspapers, this study analyzed whether the device and…
Artificial intelligence ecosystems for marketing communications
The goal of this article is to help advertising scholars, students and practitioners understand and anticipate the effects of artificial intelligence (AI) and machine learning (ML) on advertising and, more generally, marketing communications (Marcom). While many discussions of AI centre on algorithms and models, we argue that to understand AI in Marcom, one must consider the broader ecosystem in which these algorithms operate. This article develo…
Managerial response strategies to eWOM: A framework and research agenda for webcare
Managers increasingly address client feedback online, a practice known as webcare. Based on a systematic literature review on webcare, we provide a framework that aims to identify potential generalizations, discuss possible explanations for inconsistencies that require further investigation, and identify the under-researched areas concerning the managerial responses to eWOM (electronic Word-of-Mouth). This framework covers several practical and t…
Digital News Readership and Subscription in the United States during Covid-19: A Longitudinal Analysis of Clickstream and Subscription Data from a Local News Site
The COVID-19 pandemic created a unique opportunity where local news sites play an essential role in their readers' lives. Whether this increased level of news readership will help save the business of local journalism is a question that journalism scholars and professionals seek to answer. We propose a framework that demonstrates the relationships between local news consumption experiences, reading behaviours, and audience retention. We analysed …
Advancing Computational Advertising: Conceptualization of the Field and Future Directions
This editorial introduces the special section on Advances in Computational Advertising. We define computational advertising, as well as discuss the historical background and conceptualization of the computational advertising field. We describe the unique thought leadership forum (TLF) model that was developed to facilitate new research collaboration among scholars from varying academic disciplines, methodological and disciplinary perspectives, an…
Challenges and Future Directions of Computational Advertising Measurement Systems
Computational advertising (CA) is a rapidly growing field, but there are numerous challenges related to measuring its effectiveness. Some of these are classic challenges where CA offers a new aspect to the challenge (e.g., multi-touch attribution, bias), and some are brand-new challenges created by CA (e.g., fake data and ad fraud, creeping out customers). In this article, we present a measurement system framework for CA to provide a common start…
Media consumption across platforms: Identifying user-defined repertoires
New media have made available a wide range of platforms and content choices. However, audiences cope with abundant choices by using more narrowly defined repertoires. Unfortunately, we know little of how users create repertoires across media platforms. This study uses factor analysis to identify user-defined repertoires from data obtained by following 495 users throughout an entire day. Results indicate the presence of four repertoires that are p…
Focusing on the Reader: Engagement Trumps Satisfaction
Satisfaction is commonly monitored by news organizations because it is an antecedent to readership. In fact, countless studies have shown the satisfaction–readership relationship to be true. Still, an essential question remains: Is satisfaction the only, or even the critical, thing to focus on with readership? This research indicates that the answer is no. Two other related constructs, reader experiences and engagement, affect reader behavior eve…
News-seekers and Avoiders: Exploring Patterns of Total News Consumption Across Media and the Relationship to Civic Participation
This study examines patterns of news consumption across multiple media platforms and relates them to civic participation. Analyzing a national sample of close to 25,000 respondents, nearly half the adult population in America is classified as news “Avoiders,” and the other half as “News-seekers.” Testing the relationship between civic participation and news consumption for each of 6 media platforms individually, and to an overall index combining …
Media consumption across platforms: Identifying user-defined repertoires
New media have made available a wide range of platforms and content choices. However, audiences cope with abundant choices by using more narrowly defined repertoires. Unfortunately, we know little of how users create repertoires across media platforms. This study uses factor analysis to identify user-defined repertoires from data obtained by following 495 users throughout an entire day. Results indicate the presence of four repertoires that are p…
Focusing on the Reader: Engagement Trumps Satisfaction
Satisfaction is commonly monitored by news organizations because it is an antecedent to readership. In fact, countless studies have shown the satisfaction–readership relationship to be true. Still, an essential question remains: Is satisfaction the only, or even the critical, thing to focus on with readership? This research indicates that the answer is no. Two other related constructs, reader experiences and engagement, affect reader behavior eve…
Digital News Readership and Subscription in the United States during Covid-19: A Longitudinal Analysis of Clickstream and Subscription Data from a Local News Site
The COVID-19 pandemic created a unique opportunity where local news sites play an essential role in their readers' lives. Whether this increased level of news readership will help save the business of local journalism is a question that journalism scholars and professionals seek to answer. We propose a framework that demonstrates the relationships between local news consumption experiences, reading behaviours, and audience retention. We analysed …
Managerial response strategies to eWOM: A framework and research agenda for webcare
Managers increasingly address client feedback online, a practice known as webcare. Based on a systematic literature review on webcare, we provide a framework that aims to identify potential generalizations, discuss possible explanations for inconsistencies that require further investigation, and identify the under-researched areas concerning the managerial responses to eWOM (electronic Word-of-Mouth). This framework covers several practical and t…
A Virtuous Circle: Explaining News Deserts and Their Relationships with Social Capital
Popularized with the term "news desert," the decline of the number of newspapers has cast a gloom over the future of American democracy. However, there has been little research on what factors are related to such phenomena. To fill this gap, we construct a theoretical framework based on previous research relating market conditions to news deserts, and study how news deserts relate to social capital. Our analyses find population, and education hav…
News-seekers and Avoiders: Exploring Patterns of Total News Consumption Across Media and the Relationship to Civic Participation
This study examines patterns of news consumption across multiple media platforms and relates them to civic participation. Analyzing a national sample of close to 25,000 respondents, nearly half the adult population in America is classified as news “Avoiders,” and the other half as “News-seekers.” Testing the relationship between civic participation and news consumption for each of 6 media platforms individually, and to an overall index combining …
Media consumption across platforms: Identifying user-defined repertoires
New media have made available a wide range of platforms and content choices. However, audiences cope with abundant choices by using more narrowly defined repertoires. Unfortunately, we know little of how users create repertoires across media platforms. This study uses factor analysis to identify user-defined repertoires from data obtained by following 495 users throughout an entire day. Results indicate the presence of four repertoires that are p…
Focusing on the Reader: Engagement Trumps Satisfaction
Satisfaction is commonly monitored by news organizations because it is an antecedent to readership. In fact, countless studies have shown the satisfaction–readership relationship to be true. Still, an essential question remains: Is satisfaction the only, or even the critical, thing to focus on with readership? This research indicates that the answer is no. Two other related constructs, reader experiences and engagement, affect reader behavior eve…
Advancing Computational Advertising: Conceptualization of the Field and Future Directions
This editorial introduces the special section on Advances in Computational Advertising. We define computational advertising, as well as discuss the historical background and conceptualization of the computational advertising field. We describe the unique thought leadership forum (TLF) model that was developed to facilitate new research collaboration among scholars from varying academic disciplines, methodological and disciplinary perspectives, an…
Challenges and Future Directions of Computational Advertising Measurement Systems
Computational advertising (CA) is a rapidly growing field, but there are numerous challenges related to measuring its effectiveness. Some of these are classic challenges where CA offers a new aspect to the challenge (e.g., multi-touch attribution, bias), and some are brand-new challenges created by CA (e.g., fake data and ad fraud, creeping out customers). In this article, we present a measurement system framework for CA to provide a common start…
Digital News Readership and Subscription in the United States during Covid-19: A Longitudinal Analysis of Clickstream and Subscription Data from a Local News Site
The COVID-19 pandemic created a unique opportunity where local news sites play an essential role in their readers' lives. Whether this increased level of news readership will help save the business of local journalism is a question that journalism scholars and professionals seek to answer. We propose a framework that demonstrates the relationships between local news consumption experiences, reading behaviours, and audience retention. We analysed …
Churning off the news: An analysis of newspaper subscriber churn across digital devices
Subscriber churn is of utmost importance for newspapers, which have for decades been struggling to maintain the robust readership they used to enjoy. This is especially true in a digital media landscape that operates within an attention economy. This study examined the difference in subscriber churn across 29 newspaper properties in large U.S. chain. Using subscriber data gathered from all 29 newspapers, this study analyzed whether the device and…
Artificial intelligence ecosystems for marketing communications
The goal of this article is to help advertising scholars, students and practitioners understand and anticipate the effects of artificial intelligence (AI) and machine learning (ML) on advertising and, more generally, marketing communications (Marcom). While many discussions of AI centre on algorithms and models, we argue that to understand AI in Marcom, one must consider the broader ecosystem in which these algorithms operate. This article develo…
Managerial response strategies to eWOM: A framework and research agenda for webcare
Managers increasingly address client feedback online, a practice known as webcare. Based on a systematic literature review on webcare, we provide a framework that aims to identify potential generalizations, discuss possible explanations for inconsistencies that require further investigation, and identify the under-researched areas concerning the managerial responses to eWOM (electronic Word-of-Mouth). This framework covers several practical and t…
Data Quality Measures for Computational Research: Ensuring Informed Decisions with Emerging Data Sources
The proliferation of computational advertising (CA) and other technological developments in artificial intelligence have greatly expanded the types of data used in advertising research, thereby creating new data types. The advertising community needs ways to evaluate the quality of CA data. Although traditional frameworks for evaluating quality are still relevant, they must be updated for these new conditions. Data quality discussions are activel…
A Virtuous Circle: Explaining News Deserts and Their Relationships with Social Capital
Popularized with the term "news desert," the decline of the number of newspapers has cast a gloom over the future of American democracy. However, there has been little research on what factors are related to such phenomena. To fill this gap, we construct a theoretical framework based on previous research relating market conditions to news deserts, and study how news deserts relate to social capital. Our analyses find population, and education hav…
Managing advertising and subscription fees to maximize lifetime value
Advertising is an important revenue stream for sustaining media companies and platforms that can optimize customer lifetime value (CLV) when properly balanced with subscription revenue. Our proposed a 3×3 Content/Ad Experience framework is designed to assist media managers and advertisers in identifying their specific scenarios, enhancing their understanding of the advertising ecosystem, and evaluating the trade-offs involved in calculating CLV. …
The Role of Syndicated Content in Retaining Digital Newspaper Subscribers: Evidence from Clickstream and Subscription Data
Syndicated content from news agencies remains a pivotal component of newspaper coverage. Especially for smaller local/regional news organizations with limited resources, syndicated content helps them deliver important news that is beyond their capabilities. However, research on syndicated content has heavily focused on its potentially negative impact such as content homogenization or extensive news recycling (i.e., churnalism) from the production…
Extending Media Context Effects: Bidirectional Emotional Carryover Using Galvanic Skin Response
This study explores a bidirectional emotional relationship between media context and advertising. Using second-by-second Galvanic Skin Response (GSR) and self-reported valence data from viewers in four countries, we find that emotional responses to media influence reactions to ads, and vice versa. Specifically, higher arousal and valence during a program or ad increase arousal and valence during subsequent ads/programs, although there is an inter…
Beyond Exposure: Leveraging Platform-Dependent Publisher Channels to Build Reader Habits and Reduce Subscriber Churn in Local News
Business (12 works) · Computer Science (11 works) · Digital Marketing and Social Media (11 works) · Advertising (10 works) · World Wide Web (7 works) · Sociology (6 works) · Data science (5 works) · Internet privacy (5 works) · Marketing (5 works) · Political science (5 works)