ABSTRACT
This article investigates how structure and conduct determine performance of the agricultural trade journal market in The Netherlands. It builds upon industrial organization theory and reviews relevant media market performance models. It builds upon industrial organization theory and reviews relevant media market performance models. Because relatively little is known about performance of professional information markets, this article builds upon general industrial organization and broadcasting market models. The authors relate performance to strategic choices of information providers for lowest common denominator or to product differentiation strategies, and describe resulting market conduct in terms of market segmentation, competition within market segments, and umbrella competition. They focus on two important indicators for media performance, namely price and diversity. Performance is the outcome of market conduct, the interactive strategic behavior of competing providers. Different combinations of strategies produce different types of market conduct and performance. Market segmentation, as a first element of market conduct, creates market power and causes high information prices.
