The Impact of Intermedia and Newspaper Competition on Advertising Linage in Daily Newspapers

This exploratory study of forty dailies found a negative relationship between the number of radio and television stations and daily newspaper ROP advertising. A weaker relationship was found between number of radio and television stations and total advertising linage in daily newspapers. The markets...

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Bibliographic Details
Published in:Journalism & mass communication quarterly 1999-12, Vol.76 (4), p.729-744
Main Authors: Shaver, Mary Alice, Lacy, Stephen
Format: Article
Language:English
Subjects:
Advertising
Antitrust
Audiences
Competition
Dependent variables
Distribution costs
Elasticity of demand
Individualized Instruction
Literature Reviews
Market segments
Media
Monopolistic competition
Prices
Print advertising
Product differentiation
Radio
Television
Television advertising
Television stations
Variables
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Summary:This exploratory study of forty dailies found a negative relationship between the number of radio and television stations and daily newspaper ROP advertising. A weaker relationship was found between number of radio and television stations and total advertising linage in daily newspapers. The markets used here varied greatly in competition's impact on linage. It appears intermedia advertising is monopolistically competitive with some media being better at some types of advertising than others. These results hold implications for antitrust actions because the growth in newspaper clusters is basedon the assumption that intermedia competition is extensive in newspaper markets.
ISSN:1077-6990
2161-430X
2161-430X
DOI:10.1177/107769909907600409