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The Leverage Theory of Tying Revisited: Evidence from Newspaper Advertising

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  • Margaret E. Slade

Abstract

Data from the Canadian newspaper-advertising industry is used to assess the private profitability of tying in a market where the standard efficiency motives (e.g., price discrimination, cost saving, and quality control) are unlikely to apply. The empirical assessment is based on a model of leveraging in which suppliers of the tied good are paid a commission rather than a fee for service. This model demonstrates that tying is profitable under a wide range of circumstances. Furthermore, it is found that, with newspapers, tying and monopoly power go hand in hand.

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Bibliographic Info

Article provided by Southern Economic Association in its journal Southern Economic Journal.

Volume (Year): 65 (1998)
Issue (Month): 2 (October)
Pages: 204-222

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Handle: RePEc:sej:ancoec:v:65:2:y:1998:p:204-222

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Web page: http://www.southerneconomic.org/
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Cited by:
  1. Thibaud Vergé, 2003. "Portfolio Effects and Merger Control: Full-line Forcing as an Entry Deterrence Strategy," Industrial Organization, EconWPA 0301010, EconWPA.
  2. Thibaud Vergé, 2001. "Multiproduct Monopolist and Full-line Forcing: The Efficiency Argument Revisited," Economics Bulletin, AccessEcon, vol. 12(4), pages 1-9.
  3. Thibaud Verge, 2002. "Portfolio Analysis in European Merger Control: An Economic Analysis," The Centre for Market and Public Organisation, Department of Economics, University of Bristol, UK 02/046, Department of Economics, University of Bristol, UK.
  4. Stephen Martin, 1998. "Strategic and Welfare Implications of Bundling," CIE Discussion Papers, University of Copenhagen. Department of Economics. Centre for Industrial Economics 1998-14, University of Copenhagen. Department of Economics. Centre for Industrial Economics.

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