Application of Pricing Theory in Studies of Pricing Behavior and Rate Strategy in the Newspaper Industry

Mary Alice Shaver

10 citations0/0 files storedJournal of Media Economics

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Journalism and Media Studies Merger and Competition Analysis Consumer Market Behavior and Pricing

Abstract

This article tracks the use and integration of pricing theory in studies of media competition and advertising rates over the past 25 years. I find that pricing theory has been cited as both the justification for and explanation of a wide variety of studies in media economics, and suggest an integrative approach to widen the study of pricing within the media.

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1980The Decline of Direct Newspaper Competition 1988Measures of concentration in the daily newspaper industry 1971Consolidation of Newspapers: What Happens to the Consumer?1978Economic Issues in Mass Communication Industries.1987The Cross-Elasticity of Demand for National Newspaper Advertising 1983A Newspaper Chain's Pricing Behavior 1989How Managerial Ownership Affects Profit Maximization in Newspaper Firms

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