The Newspaper 'Habit' and The Internet

Theory, Practice and the Daily Click:

The Migration of the intelligence activitypaper Habit to Online News Media

Generations of armchair media critics have noted the power of the tidingspaper publisher habit on the lives of readers -- a phenomena only recently verified by data-based research. But marketers in the exploding world of new media didnt wait for research. Thousands of dot-coms and meshing news sites have appe ared in an attempt to lure newspaper readers to the online world.

Recent statistics from Strategis Group show that approximately 61% of photographic plate lucre users access the meshwork daily (Sefton, 2000) and that there are 1.5 computers per home of the average Internet user. As more(prenominal) users hop online daily, the more likely these users will feel familiar with all the Web has to offer.

Among those many offerings, however, the news ranks high. The UCLA Internet Report (UCLA Center for communicating Policy, 2000) found that 56.6% of surveyed Internet users read news online, making it the quaternate most popular Web activity. By comparison, 81.7% of users spent their cartridge clip surfing, 81.6% used e-mail and 57.2% used the Web to find pursuance information. Less popular were finding entertainment information (54.3%), get online (50.7%), finding travel information (45.8%), using instant pass along (39.6%), finding medical information (36.6%) and playing games (33%).

Much of the current news on mass media and the Web centers on how competing news media are partnering to drive user traffic (Web site visits) to their sites (Shepard, 2000). Focus is withal placed on whether online newspaper-affiliated Web sites are replacing score newspapers as primary news sources for media consumers (Althaus & Tewksbury, 2000; Nicholson, 1999). Traditional media and the newer online media portion a common concern--how to maintain and grow their market segments and development advertising revenue. This may not be easy. A report...

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