The Cross-Elasticity of Demand for National Newspaper Advertising

Busterna, John C.

doi:10.1177/107769908706400209

Cited by 19 publications

(9 citation statements)

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“…While the substitutability of media has been examined by scholars, 5 few, if any, academic studies have examined the substitutability of advertising on the basis of language. There is a need to empirically address this question, which has been a matter of public policy debates.…”

Section: Purpose Of Studymentioning

confidence: 99%

Advertiser Attitudes Regarding the Substitutability of English-Language Television to Reach Foreign Language Target Audiences

Coffey

2012

Journalism & Mass Communication Quarterly

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Scholars have examined media substitutability from many angles, but few, if any, studies have examined substitutability of advertising on the basis of language. Using a price sensitivity test, this exploratory study examines advertisers' attitudes toward the substitutability of English-language advertising among U.S. foreign language television advertisers to reach their target audiences. Advertisers overwhelmingly (90%) indicated that they did not consider English-language television as an acceptable substitute for reaching their target audiences. This finding has implications for media ownership and mergers, providing evidence that foreign-language television and English-language television exist in separate product markets, and should aid future policy discussions.

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Section: Purpose Of Studymentioning

confidence: 99%

Advertiser Attitudes Regarding the Substitutability of English-Language Television to Reach Foreign Language Target Audiences

Coffey

2012

Journalism & Mass Communication Quarterly

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“…Further inquiry into press ownership and competition continues to develop, including the market for online newspapers (see Chyi & Sylvie, 2001;Lacy, Shaver, & St. Cyr, 1996;Lacy & Simon, 1997). Other studies have examined variables such as media competition (Compaine, 1985a;Dimmick & Rothenbuhler, 1984), consumer expenditures and the principle of relative constancy (McCombs, 1972), barriers to entry (Wirth, 1986), demand (Busterna, 1987;Lacy, 1990), and utility (Albarran & Dimmick, 1993;Dimmick, 1993).…”

Section: Review Of Literature On Media Economicsmentioning

confidence: 99%

Media as a Production and Distribution of Information: The Concept of Media Economy

Sultan

Jan

Paracha

2012

ijhrs

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This paper reviews the existing concepts on media that produce and distribute the information. Media sector present the highly unpredictable process among the audience. Media Economy is a best concept of understanding to see the media firms & industries. Media concentrate on the ownership and on the influence of advertisers’ owning companies. Structures and economics explain the media industry and developments in the market. This review paper discusses the rise the media economy for knowing microeconomics underpinning.

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“…So findet etwa Ferguson (1983) einen negativen Zusammenhang zwischen der Anzahl lokaler Radiostationen und den Anzeigenpreisen von Tageszeitungen. Busterna (1987) enthält hingegen keinen Hinweis auf einen möglichen Wettbewerb zwischen den Anzeigen uberregionaler Tageszeitungen und den Werbeflächen anderer Medien.…”

Section: Preisgestaltungunclassified

Horizontale Fusionen auf zweiseitigen Märkten am Beispiel von Printmedien

Dewenter

Kaiser

2006

Perspektiven Der Wirtschaftspolitik

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The recent discussion about the revision of German merger control underlines the relevance of media economic questions. This discussion frequently neglects the particularities of media markets, for example the mutual interconnection of advertising and media markets, i.e. of “two-sided markets”. In this paper the impact of “two-sided markets” on mergers is analyzed. The results indicate that an intensive analysis of each case because of the heterogeneity of each market and a stronger economization of merger control would be useful. The basis for an economization could be quantitative analyses that are conducted using existing market data. The print media market is an example of the peculiarities of “two-sided markets” at which network externalities lead to pricing behavior that deviates from that on normal markets.

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The Cross-Elasticity of Demand for National Newspaper Advertising

Cited by 19 publications

References 0 publications

Advertiser Attitudes Regarding the Substitutability of English-Language Television to Reach Foreign Language Target Audiences

Advertiser Attitudes Regarding the Substitutability of English-Language Television to Reach Foreign Language Target Audiences

Media as a Production and Distribution of Information: The Concept of Media Economy

Horizontale Fusionen auf zweiseitigen Märkten am Beispiel von Printmedien

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