This study analyzes how the market structure and intensity of competition in the Dutch daily newspaper industry have changed over the last decades. The industry comprises distinct market segments: national newspapers and regional ones. The dynamics in this industry are studied using a decomposed market share mobility statistic. Decomposing this statistic allows an analysis of the market share transfers of newspapers both between and within these market segments. It offers an appropriate analytical framework for the comparison of the intensity of competition in industries where geographical product differentiation is an important competitive strategic element as it is in the case of daily newspapers.