Abstract
This study seeks to determine whether search engines contribute to the emergence of Internet monopolies. We do this by empirically examining search engines’ role in the competition for online traffic via a case study of the U.S. newspaper industry. We demonstrate that newspaper market shares are more concentrated online than offline; indeed, a small number of “top” newspaper outlets drive the high concentration of online readership. The dominance of these sites is observed in the distribution of online traffic routed through search engines but not that resulting from clicks that are not mediated by other websites. Overall, this study presents suggestive but compelling evidence that search engines may contribute, at least to some extent, to the creation of Internet monopolies.
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