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Economic Concentration in Agricultural Magazine Publishing: 1993-2002

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  • Mark Stuhlfaut

Abstract

Agriculture in the United States is a $200+ billion industry, and more than 200 magazines serve it. In this study, I analyzed their advertising revenues from 1993 to 2002 to examine economic concentration by publishing company. A concentration ratio (CR; Bain, 1951) measure (CR4) indicated a tight oligopoly. The Herfindahl-Hirschman Index (HHI; Scherer & Ross, 1990) showed moderate concentration, but a regression analysis did not show a significant relation between HHI data and average advertising rates. I suggest changes in the agricultural marketplace, new technology, and alternative advertising channels as restraints on the effects of concentration.

Suggested Citation

  • Mark Stuhlfaut, 2005. "Economic Concentration in Agricultural Magazine Publishing: 1993-2002," Journal of Media Economics, Taylor & Francis Journals, vol. 18(1), pages 21-33.
    • Handle: RePEc:taf:jmedec:v:18:y:2005:i:1:p:21-33
    DOI: 10.1207/s15327736me1801_2
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