Media Competition and Coexistence
The Theory of the Niche
By (author) John W. Dimmick
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Media Competition and Coexistence by John W. Dimmick
Book DescriptionThis volume considers how media firms, as well as entire industries, exist and persist over time despite what often seems to be intense competition for such resources as audiences and advertisers. Addressing competition within and among media organizations and industries, including broadcasting, cable, and the Internet, author John W. Dimmick studies the media industries through the niche theory lens, developed by bioecologists to explain competition and coexistence. He examines the targets of the different media--audience, advertisers, money--and how they compete, using examples from a variety of studies. Each chapter incorporates relevant economic constructs into the analytic framework. This approach includes the use of economics of scale to explain selection and firm mortality in newspapers and movie theaters; the application of the transaction costs concept to explicate the rise of advertising agencies; the employment of the strategic group concept in analyzing the niche breadth strategy; and the measurement of gratifications-utilities. A comprehensive overview of the determinants of media competition and coexistence, Media Competition and Coexistence: The Theory of the Niche offers unique insights for scholars, students, researchers, and practitioners in media economics, management, and business.
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Book DetailsISBN: 9780805837872
(229mm x 152mm x 12mm)
Imprint: Lawrence Erlbaum Associates Inc
Publisher: Lawrence Erlbaum Associates Inc
Publish Date: 13-Oct-2002
Country of Publication: United States
Books By Author John W. Dimmick
Diversity and Diversification, Paperback (November 2003)View all books by John W. Dimmick
This special issue of the Journal of Media Economics deals with diversity and diversification. Diversity, especially in broadcast programming, has played a major role in policy discussions on both sides of the Atlantic.
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