Economic Concentration in Agricultural Magazine Publishing: 1993-2002

Mark Stuhlfaut

Journal of Media Economics, 2005, vol. 18, issue 1, 21-33

Abstract: Agriculture in the United States is a $200+ billion industry, and more than 200 magazines serve it. In this study, I analyzed their advertising revenues from 1993 to 2002 to examine economic concentration by publishing company. A concentration ratio (CR; Bain, 1951) measure (CR4) indicated a tight oligopoly. The Herfindahl-Hirschman Index (HHI; Scherer & Ross, 1990) showed moderate concentration, but a regression analysis did not show a significant relation between HHI data and average advertising rates. I suggest changes in the agricultural marketplace, new technology, and alternative advertising channels as restraints on the effects of concentration.

Date: 2005
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.tandfonline.com/doi/abs/10.1207/s15327736me1801_2 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jmedec:v:18:y:2005:i:1:p:21-33

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/HMEC20

DOI: 10.1207/s15327736me1801_2

Access Statistics for this article

Journal of Media Economics is currently edited by Nodir Adilov

More articles in Journal of Media Economics from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().