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National Television And The Market For Local Products: The Case Of Beer

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  • LISA M. GEORGE

Abstract

Information technology lowers the cost of distributing information to dispersed consumers. Because national firms reap larger benefits from new media than firms serving only local consumers, media innovations may reduce the market for local products. This paper considers the effect of television on the market for local beer. Using market‐level data on television penetration, local breweries and brewery production from 1945–1960, results show that increases in television penetration are associated with fewer local breweries and less local beer production. The results indicate that the industrial organization of media markets can affect the structure of markets for local products.

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  • Lisa M. George, 2009. "National Television And The Market For Local Products: The Case Of Beer," Journal of Industrial Economics, Wiley Blackwell, vol. 57(1), pages 85-111, March.
    • Handle: RePEc:bla:jindec:v:57:y:2009:i:1:p:85-111
    DOI: 10.1111/j.1467-6451.2009.00371.x
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    References listed on IDEAS

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    2. Patrick Legros & Konrad Stahl, 2019. "Local Search Markets and External Competition," Working Papers ECARES 2019-13, ULB -- Universite Libre de Bruxelles.
    3. Baker Matthew J. & George Lisa M, 2010. "The Role of Television in Household Debt: Evidence from the 1950's," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 10(1), pages 1-38, May.
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    5. R. Andrew Butters & Thomas N. Hubbard, 2019. "Industry Structure, Segmentation, and Competition in the U.S. Hotel Industry," NBER Working Papers 26579, National Bureau of Economic Research, Inc.
    6. Christian Peukert, 2019. "The next wave of digital technological change and the cultural industries," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 43(2), pages 189-210, June.
    7. Kim, Woojin, 2022. "Television and American consumerism," Journal of Public Economics, Elsevier, vol. 208(C).
    8. Vinish Shrestha & Sara Markowitz, 2016. "The Pass-Through Of Beer Taxes To Prices: Evidence From State And Federal Tax Changes," Economic Inquiry, Western Economic Association International, vol. 54(4), pages 1946-1962, October.
    9. repec:lic:licosd:40118 is not listed on IDEAS
    10. Kyeonggook Francis Park & Robert Seamans & Feng Zhu, 2021. "Homing and platform responses to entry: Historical evidence from the U.S. newspaper industry," Strategic Management Journal, Wiley Blackwell, vol. 42(4), pages 684-709, April.
    11. Hu, Xiaoxue & Li, Dongxu, 2022. "Do horizontal mergers affect rivals’ cash holdings?," International Review of Economics & Finance, Elsevier, vol. 82(C), pages 275-298.
    12. Loretz, Simon & Oberhofer, Harald, 2014. "When Helping the Small Hurts the Middle: Beer Excise Duties and Market Concentration," Working Papers in Economics 2014-5, University of Salzburg.
    13. Thomas N. Hubbard & Michael J. Mazzeo, 2017. "When Demand Increases Cause Shakeouts," NBER Working Papers 23639, National Bureau of Economic Research, Inc.
    14. Erik Strøjer Madsen & Yanqing Wu, 2014. "Globalization of Brewing and Economies of Scale," Economics Working Papers 2014-23, Department of Economics and Business Economics, Aarhus University.
    15. Ambarish Chandra & Matthew Weinberg, 2018. "How Does Advertising Depend on Competition? Evidence from U.S. Brewing," Management Science, INFORMS, vol. 64(11), pages 5132-5148, November.
    16. Thomas N. Hubbard & Michael J. Mazzeo, 2019. "When Demand Increases Cause Shakeouts," American Economic Journal: Microeconomics, American Economic Association, vol. 11(4), pages 216-249, November.

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