Advertising and Media Market Concentration *

  title={Advertising and Media Market Concentration *},
  author={Jonas H{\"a}ckner and Sten Nyberg},
In media markets, the value of advertisement exposure depends on circulation, and media consumers’ valuation is affected by advertising. This paper analyzes media market competition in a duopoly framework. There exist symmetric and asymmetric equilibria in terms of firm size, and sometimes a natural monopoly may emerge . There is less scope for asymmetry when products are more differentiated or of higher intrinsic quality. Some media exhibit public good features. This increases the scope for… CONTINUE READING

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