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Ökonomische Argumente für publizistischen Wettbwerb

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  • Björn Frank

Abstract

Some lines of economic reasoning do not produce clear-cut reasons why more competition in media markets would lead to better results. First, monopolistic media firms might have greater incentives to provide content variety. Second, their pricing policy might be untypical for monopolies because of their concern for effects in the advertising market. And third, there are probably secondary effects of advertising in the product markets, but without any prospect for definite judgments of welfare effects. In contrast, the final section presents a much more simple point: Media competition is desirable because it increases incentives for useful journalistic investigations. Die Wirkung des Wettbewerbs von Medienunternehmen auf das Marktergebnis ist in einigen einschlägigen Modellen durchaus ambivalent. So haben - erstens - monopolistische Anbieter unter Umständen höhere Anreize, ein breitgefächertes Angebot zu erstellen. Zweitens ist das typische Kalkül der Monopolpreissetzung in vielen Medienmärkten nicht anwendbar, da die Anbieter auch die Rückwirkungen der Lesermärkte auf die Werbemärkte berücksichtigen müssen. Drittens hat das Geschehen auf den Werbemärkten potentiell auch Einfluss auf die Märkte für die beworbenen Güter, aber die Wohlfahrtswirkungen sind hier völlig unklar. Ein vergleichsweise einfaches Argument mit klareren Schlussfolgerungen wird im letzten Abschnitt vorgeschlagen: Wettbewerb ist mit höheren Anreizen für einen investigativen Journalismus verbunden.

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Bibliographic Info

Article provided by DIW Berlin, German Institute for Economic Research in its journal Vierteljahrshefte zur Wirtschaftsforschung.

Volume (Year): 74 (2005)
Issue (Month): 3 ()
Pages: 64-72

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Handle: RePEc:diw:diwvjh:74-3-8

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  1. Anthony J. Dukes, 2005. "Economic Perspectives on Media Mergers and Consolidation," Vierteljahrshefte zur Wirtschaftsforschung / Quarterly Journal of Economic Research, DIW Berlin, German Institute for Economic Research, vol. 74(3), pages 38-48.
  2. Duffy, Martyn, 1995. "Advertising in demand systems for alcoholic drinks and tobacco: A comparative study," Journal of Policy Modeling, Elsevier, vol. 17(6), pages 557-577, December.
  3. 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.
  4. George, Lisa, 2007. "What's fit to print: The effect of ownership concentration on product variety in daily newspaper markets," Information Economics and Policy, Elsevier, vol. 19(3-4), pages 285-303, October.
  5. Vaidya, Samarth, 2005. "Corruption in the media's gaze," European Journal of Political Economy, Elsevier, vol. 21(3), pages 667-687, September.
  6. Stiglitz, Joseph E., 1989. "Imperfect information in the product market," Handbook of Industrial Organization, in: R. Schmalensee & R. Willig (ed.), Handbook of Industrial Organization, edition 1, volume 1, chapter 13, pages 769-847 Elsevier.
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