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Business models in commercial media markets: Bargaining, advertising, and mixing

Author

Listed:
  • Thöne, Miriam
  • Rasch, Alexander
  • Wenzel, Tobias

Abstract

We consider a product and a media market and show how a change in the business model employed by the media platforms affects consumers, producers (or advertisers), and price negotiations for advertisements. On both markets, two firms differentiated á la Hotelling compete for consumers. On the media market, consumers can mix between the two outlets whereas on the product market, consumers have to decide for one supplier. With pay-tv, as opposed to free-to-air, mixing by consumers disappears, product prices and advertising rates increase while the number of advertisements declines and media firms' profits increase. These effects are driven by the improved bargaining position of media firms, induced by charging a subscription fee to viewers.

Suggested Citation

  • Thöne, Miriam & Rasch, Alexander & Wenzel, Tobias, 2016. "Business models in commercial media markets: Bargaining, advertising, and mixing," VfS Annual Conference 2016 (Augsburg): Demographic Change 145785, Verein für Socialpolitik / German Economic Association.
    • Handle: RePEc:zbw:vfsc16:145785
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    References listed on IDEAS

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    More about this item

    JEL classification:

    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General
    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm

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