报业市场的垄断厂商均衡

Equilibrium of the Monopolistic Firm in the Newspaper Market

报业厂商在发行市场与广告市场上经营行为的相互依赖性,使报业市场的垄断厂商均衡明显不同于新古典的垄断厂商均衡。即使具备市场势力的报业厂商在广告市场的边际收益等于其在广告市场的边际成本①,但是,不需要任何条件,报业厂商在发行市场的边际收益小于其在发行市场的边际成本;若具备一定条件,甚至连报业厂商的发行价格也小于其在发行市场的边际成本。

The monopolistic equilibrium in newspaper market is obviously distinctive from that of Neoclassical theory because of the mutual interdependence of the performance of newspaper firms in circulation market and in advertisement market. Even if marginal gain of the newspaper firm which has certain market power in the advertisement market is equal to the marginal cost in advertisement market, marginal gain of the newspaper firm in circulation market may be smaller than the marginal cost in circulation market without any conditions, even its circulation price may also be smaller than the marginal cost in circulation market if there are some conditions.