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.‎

• Category Type‎:‎ Social Sciences
• Author‎:‎ John W‎.‎ Dimmick
• ISBN‎:‎ 9780415761680
• Binding‎:‎ Paperback
• Book Language‎:‎ English
• Publisher‎:‎ Routledge
• Number of Pages‎:‎ 158
• Weight‎:‎ 0.23 kg
• Publication Year‎:‎ 2002
• Book Origin‎:‎ United Kingdom