The role of readers' motivations in the choice of digital versus traditional newspapers

Abstract

The development of the internet in recent years is affecting journalism, which is becoming increasingly important on the web. This paper analyses the duality of news media from the demand perspective, identifying the main reasons that draw readers to the media and analysing the influence of such reasons on the decision to read online newspapers rather than traditional print media. The results confirm that the channels could be complementary, if sufficiently differentiated, and may be associated with different motivations and use situations. [ABSTRACT FROM AUTHOR] Copyright of Journal of Targeting, Measurement & Analysis for Marketing is the property of Palgrave Macmillan Ltd. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)