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Anmerkungen zur oekonomischen Bewertung von Fusionen auf dem Printmedienmarkt

  • Dewenter, Ralf


    (Helmut Schmidt University, Hamburg)

  • Kaiser, Ulrich


    (University of Southern Denmark at Odense)

Die aktuelle Diskussion um die Novellierung der deutschen Pressefusionskontrolle macht deutlich, welche Relevanz medienoekonomische Fragestellungen haben. Was jedoch bei dieser Diskussion haeufig vernachlaessigt wird, ist die intensive Betrachtung der oekonomischen Besonderheiten von Medienmaerkten, naemlich der Verbundenheit von Anzeigen- und Publikumsmarkt, die Existenz von Kostendegressionen und eine unterschiedliche Marktmacht von Printmedien auf dem Anzeigen- und Publikumsmarkt. Diese Arbeit analysiert diese Charakteristika und deren Wirkungen bei moeglichen Unternehmenszusammenschluessen. Im Ergebnis zeigt sich, dass aufgrund der Heterogenitaet der einzelnen Maerkte eine intensivere Einzelfallbetrachtung und eine staerkere Oekonomisierung der Fusionskontrolle sinnvoll erscheint. Grundlage dieser Oekonomisierung koennen quantitative Analysen sein, die mithilfe vorhandener Marktdaten durchgefuehrt werden koennen.

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Paper provided by Helmut Schmidt University, Hamburg in its series Working Paper with number 35/2005.

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Length: 42 pages
Date of creation: Jan 2005
Date of revision:
Handle: RePEc:ris:vhsuwp:2005_035
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