Internet use, competition, and geographical rescoping in Yellow Pages advertising

Lesley Chiou, E. Nilay Kafali and Marc Rysman

Information Economics and Policy, 2020, vol. 52, issue C

Abstract: This paper examines the effect of Internet penetration on competition and prices in the market for Yellow Pages advertising. We find that the diffusion of the Internet is associated with a decrease in the number of competitors and average prices for printed advertisements in the long-run. However, the decrease in prices is attenuated both by increasing market concentration as firms exit and by geographic rescoping as remaining firms reposition their products.

Keywords: Internet; Competition; Product positioning; Price dispersion; Geographical targeting (search for similar items in EconPapers)
JEL-codes: L11 L81 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:iepoli:v:52:y:2020:i:c:s016762451930109x

DOI: 10.1016/j.infoecopol.2020.100867

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