1st Edition
Media Competition and Coexistence The Theory of the Niche
By John W. Dimmick
Copyright 2003
158 Pages
by
Routledge
158 Pages
by
Routledge
158 Pages
by
Routledge
Also available as eBook on:
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... Read more
Contents: Preface. Competition Within Industries: Sociocultural Evolution. The Theory of the Niche. Competition for Advertising. The Niche and the Strategic Group: The Niche-Breadth Strategy. The Gratification-Utility Niche. Further Aspects of Competition and Coexistence. The Community Level: Niche Difference, Coexistence, and Complexity.
Biography
John W. Dimmick
