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Horizontale Fusionen auf zweiseitigen Märkten am Beispiel von Printmedien

  • Ralf Dewenter
  • Ulrich Kaiser

The recent discussion about the revision of German merger control underlines the relevance of media economic questions. This discussion frequently neglects the particularities of media markets, for example the mutual interconnection of advertising and media markets, i.e. of "two-sided markets". In this paper the impact of "two-sided markets" on mergers is analyzed. The results indicate that an intensive analysis of each case because of the heterogeneity of each market and a stronger economization of merger control would be useful. The basis for an economization could be quantitative analyses that are conducted using existing market data. The print media market is an example of the peculiarities of "two-sided markets" at which network externalities lead to pricing behavior that deviates from that on normal markets. Copyright Verein für Socialpolitik und Blackwell Publishing Ltd. 2006

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Article provided by Verein für Socialpolitik in its journal Perspektiven der Wirtschaftspolitik.

Volume (Year): 7 (2006)
Issue (Month): 3 (08)
Pages: 335-353

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Handle: RePEc:bla:perwir:v:7:y:2006:i:3:p:335-353
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  1. Dewenter, Ralf & Kaiser, Ulrich, 2005. "Anmerkungen zur oekonomischen Bewertung von Fusionen auf dem Printmedienmarkt," Working Paper 35/2005, Helmut Schmidt University, Hamburg.
  2. Argentesi, Elena & Ivaldi, Marc, 2005. "Market Definition in the Printed Media Industry: Theory and Practice," CEPR Discussion Papers 5096, C.E.P.R. Discussion Papers.
  3. Kaiser, Ulrich & Wright, Julian, 2004. "Price Structure in Two-sided Markets: Evidence from the Magazine Industry?," ZEW Discussion Papers 04-80, ZEW - Zentrum für Europäische Wirtschaftsforschung / Center for European Economic Research.
  4. Ulrich Kaiser & Hans Christian Kongsted, 2007. "Do Magazines' ”Companion Websites” Cannibalize the Demand for the Print Version?," CIE Discussion Papers 2007-03, University of Copenhagen. Department of Economics. Centre for Industrial Economics.
  5. Nathalie Sonnac, 2000. "Readers’ Attitudes Toward Press Advertising : Are They Ad-Lovers or Ad-Averse ?," Working Papers 2000-28, Centre de Recherche en Economie et Statistique.
  6. David Evans & Richard Schmalensee, 2007. "The Industrial Organization of Markets with Two-Sided Platforms," CPI Journal, Competition Policy International, vol. 3.
  7. Ferguson, James M, 1983. "Daily Newspaper Advertising Rates, Local Media Cross-Ownership, Newspaper Chains, and Media Competition," Journal of Law and Economics, University of Chicago Press, vol. 26(3), pages 635-54, October.
  8. Thompson, R S, 1984. "Structure and Conduct in Local Advertising Markets: The Case of Irish Provincial Newspapers," Journal of Industrial Economics, Wiley Blackwell, vol. 33(2), pages 241-49, December.
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