Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/78264 
Erscheinungsjahr: 
1998
Schriftenreihe/Nr.: 
Thünen-Series of Applied Economic Theory - Working Paper No. 14
Verlag: 
Universität Rostock, Institut für Volkswirtschaftslehre, Rostock
Zusammenfassung: 
The anomalous inverse concentration-price relationship observed by some researchers in the newspaper market has been attributed to scale economies. In this paper we suggest that the newspaper's (or magazine's) double-product feature (i.e., news supplied to readers and advertising space supplied to advertisers) is the main source of this anomaly. In a simple oligopoly model it is shown how a profit-maximizing publisher takes advantage of that feature. Empirically an inverse concentration-price relationship may arise if double-product pricing is not controlled for. Regression results for a cross-section of 222 German Newspapers and magazines corroborate the theoretical implications.
Schlagwörter: 
Scale Economics
Advertising
Concentration
Pricing Behavior
JEL: 
D4
L13
L82
Dokumentart: 
Working Paper

Datei(en):
Datei
Größe
640.23 kB





Publikationen in EconStor sind urheberrechtlich geschützt.