Coase on broadcasting, advertising and policy

The initial argument developed in this paper is that a wants-based conception of the objectives of policy, clearly operative in his broadcasting studies, together with the acceptance of certain assumed properties of the competitive process, tightly constrain Coase's work. At times, for example, when considering the impact of advertising, Coase accepts that the assessment of policy must be carried out on a broader basis. Coase does not, however, go on to develop a criterion beyond wants. Elsewhere, he highlights the importance of the distinction between wants and needs. This paper further argues that, by elaborating upon this distinction, it becomes possible to give an indication of how a broader framework for the assessment of policy might be developed.