期刊名称：Discussion Papers / Norwegian School of Economics and Business Administration
印刷版ISSN：0804-6824
出版年度：2009
卷号：2009
出版社：Bergen
摘要：The purpose of this article is to analyze how competitive forces
may ináuence the way media Örms like TV channels raise revenue. A media Örm
can either be Önanced by advertising revenue, by direct payment from the viewers
(or the readers, if we consider newspapers), or by both. We show that the scope
for raising revenues from consumer payment is constrained by other media Örms
o§ering close substitutes. This implies that the less di§erentiated the media Örmsí
content, the larger is the fraction of their revenue coming from advertising. A media
Örmís scope for raising revenues from ads, on the other hand, is constrained by
how many competitors it faces. We should thus expect that direct payment from
the media consumers becomes more important the larger the number of competing
media products.
