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

In: Journalism & mass communication quarterly: JMCQ, Band 76, Heft 4, S. 729-744

Abstract

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.