Economic Concentration in Agricultural Magazine Publishing: 1993-2002
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.
Volume (Year): 18 (2005)
Issue (Month): 1 ()
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