Displacing and Complementing Effects of News Sites on Newspapers 1998–2009
- 1 July 2011
- journal article
- research article
- Published by Taylor & Francis Ltd in International Journal on Media Management
- Vol. 13 (3), 177-194
- https://doi.org/10.1080/14241277.2011.595020
Abstract
Media managers are facing the challenge of navigating their organizations through a series of extensive changes involving economic, editorial, and technological challenges. Media managers need to develop a better understanding of user behavior and demand. This article addresses the news media landscape and the dynamics at play between print and online media, departing from an elaboration on theories of displacing and complementing effects. The empirical journey focuses on changes over time with regard to how people make use of evening tabloids through print and online. A dataset that comprises annual postal-based surveys carried out from 1998 to 2009 is used for the analysis. The results show an historical change regarding the usage patterns of evening tabloids. First, online news, in general, has acquired a stronger position among users over time, at the expense of the readership of printed evening tabloids. Second, with regard to the interrelated roles of print and online news sites, the latter constitute the primary channel for users—in particular, among 16- to 49-year-olds. Third, gender has the strongest complementing effect, as men are distinguished users of both print and online news. When it comes to explaining displacing effects, these take place among the more highly educated, and the smallest displacing effects are found among 50- to 85-year-olds. The results illustrate the complex dynamics at hand with regard to simultaneous displacing and complementing effects, which nurtures sage managerial implications.Keywords
This publication has 26 references indexed in Scilit:
- The contribution of free dailies and news on the web: implications of media structural changes for the Swedish newspaper readership marketNorthern Lights: Film & Media Studies Yearbook, 2010
- Does ‘the Media’ Have a Future?European Journal of Communication, 2009
- Digital versus Traditional Newspapers: Influences on Perceived SubstitutabilityInternational Journal of Market Research, 2009
- Mass Media Displacement and SaturationInternational Journal on Media Management, 2008
- FiveWsand anH: Digital Challenges in Newspaper Newsrooms and BoardroomsInternational Journal on Media Management, 2008
- Editorial Board Forum: Management Challenges and Research IssuesInternational Journal on Media Management, 2007
- Valuing New Goods in a Model with Complementarity: Online NewspapersAmerican Economic Review, 2007
- Online Newspapers: A Substitute or Complement for Print Newspapers and Other Information Channels?comm, 2005
- Mass Media Use and Social Life Among Internet UsersSocial Science Computer Review, 2000
- The Effects of Television on the Reading and the Buying of Newspapers and MagazinesPublic Opinion Quarterly, 1961