Chapter

The Growth of Television and the Decline of Local Beer

Lisa M. George

in The Economics of Beer

Published in print October 2011 | ISBN: 9780199693801
Published online January 2012 | e-ISBN: 9780191731884 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199693801.003.0012
The Growth of Television and the Decline of Local Beer

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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

Chapter.  5044 words.  Illustrated.

Subjects: Economic Systems

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