Article2011

Demystifying the demand relationship between online and print products under one newspaper brand: the case of Taiwan and the emergence of a universal pattern

29 citations0/0 files storedAsian Journal of Communication

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Journalism and Media Studies Media Studies and Communication Media and Digital Communication

Abstract

This study uncovers a universal pattern regarding the oft-misunderstood demand relationship between online and print products under one newspaper brand. Growing from the portfolio management perspective and building on previous research conducted in the US and Hong Kong, this study examines the newspaper market in Taiwan. Secondary analysis of survey data collected from 7706 Web users confirmed that: (1) the print edition attains a much higher penetration relative to its online counterpart, suggesting that more people would rather consume the print edition over free Web offerings; and (2) compared with the general public, readers of the online edition were more, not less, likely to read the same newspaper's print edition. Such counter-intuitive findings carry important theoretical and managerial implications regarding the management of multiple product offerings under one newspaper brand.

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References

2007Valuing New Goods in a Model with Complementarity: Online Newspapers 2004Complementarity in Consumption of News Types Across Traditional and New Media 2004Competition Between the Internet and Traditional News Media: The Gratification-Opportunities Niche Dimension 2002Media Competition and Coexistence: The Theory of the Niche 2004Media Economics: Applying Economics to New and Traditional Media 2002An Explorative Study on the Market Relation Between Online and Print Newspapers 2005Online Newspapers: A Substitute or Complement for Print Newspapers and Other Information Channels?2010News sites’ position in the mediascape: uses, evaluations and media displacement effects over time

Cited by

2011Competing with Whom? Where? and Why (Not)? an Empirical Study of U.S. Online Newspapers’ Competition Dynamics 2015Emergence of Digital Publishing – A Great Challenge to The Print Publications 2014Application of the Long Tail Economy to the Online News Market: Examining Predictors of Market Performance

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