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The Economics of Beer$
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Johan F.M. Swinnen

Print publication date: 2011

Print ISBN-13: 9780199693801

Published to Oxford Scholarship Online: January 2012

DOI: 10.1093/acprof:oso/9780199693801.001.0001

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The Growth of Television and the Decline of Local Beer

The Growth of Television and the Decline of Local Beer

Chapter:
(p.213) 12 The Growth of Television and the Decline of Local Beer
Source:
The Economics of Beer
Author(s):

Lisa M. George

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199693801.003.0012

This chapter describes how the changing nature of advertising brought about by television advantaged large brewers over smaller local ones, leading to a massive shift from local brewing of local beers to a consolidated national market dominated by a handful of firms. Using market-level data on television penetration, local breweries and brewery production from 1945–60, it is shown that increases in television penetration are associated with fewer local breweries and less local beer production. The results suggest ways that media markets and information technology can affect markets for local products.

Keywords:   media, television, beer, brewing, concentration

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