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Anmerkungen zur oekonomischen Bewertung von Fusionen auf dem Printmedienmarkt

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  • Dewenter, Ralf

    () (Helmut Schmidt University, Hamburg)

  • Kaiser, Ulrich

    () (University of Southern Denmark at Odense)

Abstract

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.

Suggested Citation

  • Dewenter, Ralf & Kaiser, Ulrich, 2005. "Anmerkungen zur oekonomischen Bewertung von Fusionen auf dem Printmedienmarkt," Working Paper 35/2005, Helmut Schmidt University, Hamburg.
  • Handle: RePEc:ris:vhsuwp:2005_035
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    Cited by:

    1. Ralf Dewenter & Ulrich Kaiser, 2006. "Horizontale Fusionen auf zweiseitigen Märkten am Beispiel von Printmedien," Perspektiven der Wirtschaftspolitik, Verein für Socialpolitik, vol. 7(3), pages 335-353, August.
    2. Kaiser, Ulrich & Song, Minjae, 2009. "Do media consumers really dislike advertising? An empirical assessment of the role of advertising in print media markets," International Journal of Industrial Organization, Elsevier, vol. 27(2), pages 292-301, March.

    More about this item

    Keywords

    Printmedien; zweiseitige Maerkte; Pressefusionskontrolle; Wettbewerbspolitik;

    JEL classification:

    • K21 - Law and Economics - - Regulation and Business Law - - - Antitrust Law
    • L44 - Industrial Organization - - Antitrust Issues and Policies - - - Antitrust Policy and Public Enterprise, Nonprofit Institutions, and Professional Organizations

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