Newspaper advertising expenditures depend more strongly on economic development than advertising spent in other media. Gross domestic product (GDP), therefore, predicts ad spending better in countries where newspapers are an important advertising medium. GDP also predicts ad spending better in countries where a larger proportion of GDP is spent on advertising. Intermedia competition, on the other hand, has little impact. In conclusion, the authors propose to distinguish three advertising cultures where ad spending follows economic development in different ways.

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This study investigates how competition, concentration and public broadcasters influence diversity of programme supply in European television markets. It focuses on free, national generalist channels; studies programmes as provided throughout the day; and tests hypotheses with data on Finland, France, Germany, Greece, Italy, the Netherlands, Spain and the U.K. for the late 1980s and 1990s. It concludes that competition is moderate in most markets. Under these conditions, competition and concentration contribute to a diverse supply of programmes that mirrors audience demand, while public broadcasters increase diversity of supply above competitive market levels. Copyright Springer Science + Business Media, Inc. 2005competition, concentration, diversity, programme choice theory, television,