Economic Concentration in Agricultural Magazine Publishing: 1993-2002

Mark Wilson Stuhlfaut

6 citations0/0 files storedJournal of Media Economics

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Journalism and Media Studies Publishing and Scholarly Communication Merger and Competition Analysis

Abstract

Agriculture in the United States is a $200+ billion industry, and more than 200 magazines serve it. In this study, I analyzed their advertising revenues from 1993 to 2002 to examine economic concentration by publishing company. A concentration ratio (CR; Bain, 1951) measure (CR4) indicated a tight oligopoly. The Herfindahl-Hirschman Index (HHI; Scherer & Ross, 1990) showed moderate concentration, but a regression analysis did not show a significant relation between HHI data and average advertising rates. I suggest changes in the agricultural marketplace, new technology, and alternative advertising channels as restraints on the effects of concentration.

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1985Competitive Advantage: Creating and Sustaining Superior Performance 2024The Quarterly Journal of Economics 1971Industrial Market Structure and Economic Performance.1997The Review of Economics and Statistics 1951Relation of Profit Rate to Industry Concentration: American Manufacturing, 1936-1940 1998The motion picture mega-industry 2010The Journal of Industrial Economics 1984Concentration Indices and Market Power: Two Views

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