10. Assessing Unilateral Merger Effects in the Dutch Daily Newspaper Market
Total Page：16
File Type：pdf, Size：1020Kb
Unilateral merger effects in the Dutch daily newspaper market 199 These tools for assessing unilateral merger effects have mainly been developed for single-sided markets. As explained in Wright (2004), ana lysing a two-sided market as if it were a single-sided market may lead to mistakes and unintended consequences in the application of competition 10. Assessing unilateral merger effects policy. This is mainly because firms' pricing decisions do,.not only depend on own- and cross-price elasticities of demand on both sides of the market, in the Dutch daily newspaper as they would in a single-sided market with a multi-product firm, but also on the •own- and cross-elasticities of demand on one side with respect to market demand on the other side, that is, the network effects. For example, in the newspaper market, when considering to increase Lapo Filistrucchi, Tobias J. Klein and the subscription prices after a merger, newspapers will take into account Thomas 0. Michielsen1 that such an increase will not only have a negative effect on subscription revenues through its negative effect on circulation, but also a negative effect on advertising revenues, as decreased circulation leads to a decline in the 10.1 INTRODUCTION demand for advertising. For the same reason, such an increase in price might lead to a decline not only in readers' welfare but also in advertis The newspaper market is a typical example of a so-called two-sided ers' welfare (the former effect is partly offset if readers are ad-averse, and market: publishers sell content to readers and advertising slots to adver enhanced if instead they are ad-loving). This not only makes a price increase tisers, while taking into account that the demand for advertisements in a less likely, but it also has an impact on the social desirability of the merger. newspaper depends positively on its circulation and the demand of readers The theoretical literature on two-sided markets distinguishes between might be affected by the number (or concentration) of ads in the newspa the price level (roughly the sum of the two prices) and the price structure per (Anderson and Gabszewicz, 2006). (roughly their ratio) and shows that, in general, in such a market a merged When it comes to assessing a proposed merger, competition authorities firm will tend to raise the price level, but it is also likely to change the are, as a rule, required to establish whether a horizontal merger is likely price structure. 3 In fact, a two-sided market is often defined as a market to raise concerns with respect to unilateral or non-coordinated effects in which not only the price level, but also the price structure matters for (that is, whether the merger might increase the market power of the the profits of the firm. Consequently, not only the price level, but also the merging firms) and with respect to coordinated or collusive effects (that price structure determines (consumer) welfare. The literature shows that is, whether the merger might make collusion more likely). With regard more concentration leads in general to a less efficient price level, but not to the assessment of unilateral merger effects, competition authorities necessarily a less efficient price structure. As a result, it is not clear whether have devised different methods to address the issue. For instance, initial higher concentration and more market power lead to a welfare loss, not screening has traditionally been based on the analysis of the market even if one focuses attention on consumer welfare. shares of the merging parties and of (the changes in) the Herfindahl Hence, merger assessment in a two-sided market is more complex than Hirschman Index (HHI). Hence mergers among firms with market shares the analysis of mergers in a one-sided market. A natural question to ask is below a given threshold and mergers characterized by a post-merger thus to what extent traditional methods to assess unilateral effects, albeit HHI and a change in the HHI below certain thresholds have been almost adapted, remain valid instruments for competition policy in two-sided automatically approved. For mergers judged to be worthy of further markets. In this chapter, we compare different ways to assess unilateral investigation, full merger simulations have only seldom been conducted. merger effects in a two-sided market by applying them to a hypothetical More often, preference has been given to a small but significant non merger in the Dutch newspaper market. For this, we specify a structural transitory increase in price (SSNIP)-type test, where it is asked whether model of demand for differentiated products on both the readers' and the the merging firms would find it profitable to raise prices post merger by advertisers' side of the market. We use it to recover price elasticities, indi a given threshold, usually 5 or 10 per cent, assuming rivals would not rect network effects and, following Filistrucchi et al. (2010), also marginal 2 react. costs. We then compare, in a typical two-sided setting as the newspaper 198 201 200 Recent advances in the analysis of competition policy and regulation Unilateral merger effects in the Dutch daily newspaper market one, different approaches to the assessment of unilateral merger effects: an turn to the hypothetical merger and present results from a concentration analysis based on the HHI, a SSNIP-type test and a full merger simulation analysis, a SSNIP-type test and results from the full merger simulation. based on the structural model. Section 10.6 summarizes our findings and concludes. The empirical literature on mergers involving two-sided platforms is still scarce. Evans and Noel (2008) point out that, as the Lerner pricing I, formula does not hold in such markets, traditional merger simulation 10.2 THE DUTCH MARKET FOR DAILY models are wrongly specified if applied without modifications to two-sided NEWSPAPERS or multi-sided platforms. They also perform an analysis of the merger between Google and DoubleC!ick, which is the first empirical analysis in There are eight important national-level newspapers: Algemeen Dagblad, the literature of a merger in a two-sided industry. They show that relying De Telegraaf, de Volkskrant, Het Financieele Dagblad, Het Parool, NRC on conventional methods would have led to significantly different results Handelsblad, nrc.next and Trouw. In addition, there are two important than using methods that explicitly incorporate the two-sided nature of free newspapers: Metro since the second quarter of 1999 and Spits since this market. Nevertheless, they only perform a calibration exercise due to the fourth quarter of2001.5 a lack of data. Chandra and Collard-Wexler (2009) assess mergers in the Since 2009, the publishing company PCM has been the sole owner of the Canadian newspaper market, but their analysis is mainly an ex post evalu Algemeen Dagblad and its regional editions. In the same year, De Persgroep ation of the effects of the merger. They use a two-sided Hotelling model Nederland, also owning de Volkskrant, Het Parool, NRC Handelsblad, nrc. to explain their finding that greater concentration did not lead to higher next and Trouw, bought 51 per cent ofPCM. This acquisition needed to be prices for either readers or advertisers. Yet, they do not build and estimate approved by the Dutch competition authority (NMa). The NMa imposed a structural econometric model and, therefore, their framework cannot be as a condition on De Persgroep Nederland to sell NRC Handelsblad and used to simulate mergers. nrc. next. Otherwise, PCM would dominate the market for quality newspa In our merger simulation, we follow Filistrucchi eta!. (2010), who build pers in Amsterdam as it owns de Volkskrant, Het Parool and Trouw. a structural econometric framework to simulate the effects of mergers In the merger simulation below we first simulate the effect of this among two-sided platforms selling differentiated products and competing remedy and then, starting from this, the effect of a merger between NRC a Ia Bertrand on each side of the market. Their framework extends the Handelsblad, nrc.next and De Telegraaf, Gooi- en Eemlander, Haarlems 6 supply model of Argentesi and Filistrucchi (2007) to the more general case Dagblad, Leidsch Dagblad and Noordhollands Dagblad. of a two-sided market with two network effects. For this reason it differs also from Van Cayseele and Vanormelingen (2009), who assume no effect of advertising on readership when analysing mergers in the Belgian news 10.3 DATA paper market. Jeziorski (2011) studies instead mergers between US radio stations. In his model, listeners do not pay a monetary price to listen to the Our most important data source on the readership side is yearly circu radio but advertising generates a nuisance cost. Our model is more general lation data at the level of 512 municipalities, which we obtained from as customers on both sides, readers and advertisers, pay a price to access Cebuco. These are merged with data on subscription prices. We use sub the platform. Finally, Fan (2011) analyses mergers among US newspapers. scription prices because, unlike in other countries, almost all of the copies Whereas the framework of Filistrucchi eta!. (2010) is more general than (91 per cent according to our data) are sold in the form of subscriptions. hers when it comes to analysing merger effects on prices, as it allows for For the advertising side, we obtained quarterly data from Nielsen on advertising to affect readers, her model allows for endogenous changes in the amount of advertising, which is measured in column millimetres, and the quality of the newspapers due to the merger. As we do not have data the advertising revenues of each newspaper according to list prices.