eBook - ePub

Media Competition and Coexistence

Name: Media Competition and Coexistence
ISBN: 9781135650315

The Theory of the Niche

John W. Dimmick,

158 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Media Competition and Coexistence

The Theory of the Niche

John W. Dimmick,

About this book

This 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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Yes, you can access Media Competition and Coexistence by John W. Dimmick in PDF and/or ePUB format, as well as other popular books in Languages & Linguistics & Communication Studies. We have over one million books available in our catalogue for you to explore.