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| Author: | George, L.M. |
| Title: | National television and the market for local products: the case of beer |
| Journal: | Journal of Industrial Economics
2009 : MAR, VOL 57:1 p. 85-111 |
| Index terms: | television advertising drinks industry information technology media coverage marketing |
| Freeterms: | mass media |
| Language: | eng |
| Abstract: | Technology lowers the information distributing cost to dispersed consumers. Because national companies achieve larger benefits from new media than companies serving only local consumers, media innovations may diminish the market for local products. This paper studies the impact of television on the market for local beer. Using market-level data on television penetration, local breweries and production from 19451960, results show that increases in TV penetration are related with fewer local breweries and less local beer production. The results suggest that the industrial organization of media markets can have an effect on the market structure for local products. |
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