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Abstract
Business magazines provide need-to-know information to decision makers and professionals. Prices, product variety, and diversity of those magazines follow from publishers' differentiation strategies, which in turn depend on market characteristics. Competition and concentration stimulate differentiation strategies, whereas they have opposite effects on prices. However, cost structures and demand conditions make differentiation strategies dependent on the willingness of audiences to pay high subscription prices. Also, noncommercial publishers adopt strategies other than commercial ones. In combination, these factors determine prices, product variety, and magazine diversity in markets for agricultural, business services, and transportation magazines in the Netherlands in the 1990s.
