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MARKET STRUCTURE, PROGRAM DIVERSITY, AND RADIO AUDIENCE SIZE
Author(s) -
ROGERS ROBERT P.,
WOODBURY JOHN R.
Publication year - 1996
Publication title -
contemporary economic policy
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.454
H-Index - 49
eISSN - 1465-7287
pISSN - 1074-3529
DOI - 10.1111/j.1465-7287.1996.tb00605.x
Subject(s) - diversity (politics) , order (exchange) , commission , telecommunications , market structure , economics , marketing , business , advertising , computer science , political science , industrial organization , law , finance
This paper examines the relationships among radio station listenership, the number of program formats, and the number of stations. These relationships are statistically significant and consistent with theory, but the interrelationships are numerically small. The results imply that proposals by the federal Communications Commission and Congress to relax ownership restrictions must induce substantial changes in station numbers in order to noticeably increase programming diversity. Merely modest changes in these numbers will have only small diversity effects. The paper's results also imply that merely mandating the number of formats in a market may not be in the interests of listeners.