The impact of intermedia and newspaper competition on advertising linage in daily newspapers

This exploratory study of forty dailies found a negative relationship betwe en the number of radio and television stations and daily newspaper, ROP adv ertising. A weaker relationship was found between number of radio and telev ision stations and total advertising linage in daily newspapers. The market s used here varied greatly in competition's impact on linage. It appears in termedia advertising is monopolistically competitive with some media being better at some types of advertising than others. These results hold implica tions for antitrust actions because the growth in newspaper clusters is bas ed on the assumption that intermedia competition is extensive, ill newspape r markets.