Who Competes with Online Newspapers?

Who Competes with Online Newspapers?

An Empirical Analysis of Intra- and Inter-media Competition in Local and Long-distance Markets Mengchieh Jacie Yang, Doctoral Candidate (jacieyang@gmail.com) Hsiang Iris Chyi, Ph.D, Assistant Professor (chyi@mail.utexas.edu) School of Journalism, The University of Texas at Austin Problem Statement Newspaper companies have long enjoyed the monopoly status offline. Online, local newspaper websites face intra-media competition from other news Web sites and intermedia competition from their print edition. However, empirical analysis on this new competition landscape is lacking. Research Questions and Hypotheses  RQ1. Among local users, to what extent do different news sites (portals, national newspaper and TV sites) compete for audiences with the local newspaper site?  RQ2. Among long-distance users, to what extent do different news sites (portals, national newspaper and TV sites) compete for audiences with the local newspaper site?  H1. Among its local users, an online newspaper competes with its print counterpart for audience.  H2. Among its long-distance users, an online newspaper competes with the print newspaper serving that long-distance community. Method Secondary analysis of empirical data collected from users of 28 U.S. newspaper sites Results In both local and long-distance markets, online newspapers compete with portal news sites and print newspapers. Only within the long-distance market, however, do they compete with national newspaper sites. Local Market Intramedia competition Portal sites National newspaper sites National TV sites Intermedia competition Print newspaper Negative n.s. Positive Negative Long-distance Market Negative Negative n.s. Negative

Note. “Negative” = competitive relationship; “positive” and “n.s.” = non-competitive relationship.

Implications  Users’ demand for news products in local vs. non-local categories  Local vs. long-distance users’ content interests  Product relationship between online and print newspapers  Competitive/cooperative relationship between online newspapers and portals

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