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Fusionen auf dem Printmedienmarkt aus wirtschaftspolitischer Sicht

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  • Ralf Dewenter
  • Ulrich Kaiser

Abstract

Media markets in general and print media markets in particular are characterized by a number of properties that distinguish them from ordinary product markets. The two most distinguishing properties are (i) the interrelatedness of the demand for advertising space and circulation and (ii) the existence of considerable fixed cost. This paper uses economic theory to show that the two-sidedness of the reader and advertising market as well as fixed costs lead to a reduction in the incentives to increase copy prices after print a media merger. The paper also argues that the existence of economically sizeable fixed costs may lead to efficiency gains from a print media merger. Printmedienmärkte weisen eine Reihe besonderer Eigenschaften auf, die sie von gewöhnlichen Produktmärkten unterscheiden. Die beiden wichtigsten dieser abgrenzenden Charakteristika sind (i) die direkte Abhängigkeit von Printmedienreichweite und Nachfrage nach Anzeigenseiten und (ii) die starke Fixkostendegression. Diese Arbeit zeigt aus wirtschaftstheoretischer Sicht, dass die Verbundenheit von Anzeigen- und Lesermarkt zu einer Reduktion der Anreize von Printmedienpreiserhöhungen im Fusionsfalle führt. Sie macht ebenso deutlich, dass die Fixkostendegression zu Effizienzgewinnen im Fusionsfall führen kann.

Suggested Citation

  • Ralf Dewenter & Ulrich Kaiser, 2005. "Fusionen auf dem Printmedienmarkt aus wirtschaftspolitischer Sicht," Vierteljahrshefte zur Wirtschaftsforschung / Quarterly Journal of Economic Research, DIW Berlin, German Institute for Economic Research, vol. 74(3), pages 51-63.
    • Handle: RePEc:diw:diwvjh:74-3-7
    DOI: 10.3790/vjh.74.3.51
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    1. Oliver Budzinski & Katharina Wacker, 2007. "The Prohibition Of The Proposed Springer-Prosiebensat.1 Merger: How Much Economics In German Merger Control?," Journal of Competition Law and Economics, Oxford University Press, vol. 3(2), pages 281-306.
    2. Björn Frank, 2005. "Ökonomische Argumente für publizistischen Wettbwerb," Vierteljahrshefte zur Wirtschaftsforschung / Quarterly Journal of Economic Research, DIW Berlin, German Institute for Economic Research, vol. 74(3), pages 64-72.
    3. Dittmann, Heidi & Kuchinke, Björn A., 2016. "Sharing Economy and Regulation," 27th European Regional ITS Conference, Cambridge (UK) 2016 148665, International Telecommunications Society (ITS).

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