ABSTRACT
This chapter presents theory and data organized around the major themes of this volume, competition and coexistence, and is organized into three major sections. The first section presents a discussion of media content. Discussion of this niche dimension, as noted in chapter 2, has been deferred because there is only one study that analyzes media content data using the niche measures. Hence, this section addresses problems of inference and method in niche content studies by drawing on the research literature on media competition which has used content data. A second section of the chapter uses the content niche to propose a test of an hypothesis developed in earlier chapters. The third section of the chapter is devoted to the phenomenon of serial competition, the analysis of the combined competitive impact of several ecological units on a focal unit. In this case, analysis involves charting the competitive impact of magazines, radio, TV, and cable on newspapers and on the advertising macrodimension.
