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Stefan Behringer, Ph.D.

University of Duisburg-Essen, Germany

Authors: Stefan Behringer and Lapo Filistrucchi

Abstract: This paper investigates the price war in the UK quality newspaper industry in the 1990s. We show that the empirical evidence is in accordance with a substantial change in the optimal finance mix of newspapers as advertising becomes the dominant source of newspaper revenue. The evidence brought forward at the time is not sufficient to establish a case of predatory pricing as it has neglected the critical two-sidedness of firms and necessitates further study.

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