One product, two markets: How geography differentiates online newspaper audiences

Journalism and Mass Communication Quarterly

Volumn 84, Issue 3, 2007, Pages 562-581

  Sylvie, George ^a   Chyi, Hsiang Iris ^a  

^a UNIVERSITY OF TEXAS AT AUSTIN   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

COMMUNICATION; MEDIA INDUSTRY; MEDIA ROLE;

EID: 38549168940     PISSN: 10776990     EISSN: None     Source Type: Journal    
DOI: 10.1177/107769900708400310     Document Type: Article

References (73)

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4. See also Hsiang I. Chyi, "Willingness to Pay for Online News: An Empirical Study on the Viability of the Subscription Model," Journal of Media Economics 18 (2, 2005): 131-42;
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6. Hsiang I. Chyi and George Sylvie, "Competing with Whom? Where? And How? A Structural Analysis of the Electronic Newspaper Market," Journal of Media Economics 11 (2, 1998): 1-18;
7. and Hsiang I. Chyi and George Sylvie, "The Medium is Global; the Content is Not: The Role of Geography in Online Newspaper Markets," Journal of Media Economics 14 (4, 2001): 231-48.
8. Hitwise, Newspapers and Magazines Face More Dynamic, Complex Landscape as They Transition Online: Internet Breaks Down Geographic Legacies, 2005, available at http://www.hitwise.com/press-center/ hitwiseHS2004/newspapers.html (accessed November 8,2005);
9. and Chyi and Sylvie, "The Medium is Global; the Content is Not: The Role of Geography in Online Newspaper Markets."
10. Rob Runett, Newspapers' Online Operations: Performance Report 2004, available at http://www.digitaledge.org/download/ Performance_2004.pdf (accessed November 14, 2005).
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12. Runett, Newspapers' Online Operations: Performance Report 2004;
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17. Newspaper Association of America, Daily Readership Trends: By Total Population (1998-2006), available at http://www.naa.org/docs/Research/ Daily_National_Top50_1998-2006.pdf (accessed March 3, 2007).
18. Chyi and Sylvie, "The Medium is Global; the Content is Not: The Role of Geography in Online Newspaper Markets," 248.
19. Robert G. Picard, Media Economics: Concepts and Issues (Newbury Park, CA: Sage, 1989).
20. Chyi and Sylvie, "Competing with Whom? Where? And How? A Structural Analysis of the Electronic Newspaper Market";
21. Chyi and Sylvie, "The Medium is Global; the Content is Not: The Role of Geography in Online Newspaper Markets";
22. Benjamin J. Bates, "Breaking the Structural Logjam: The Impact of Cable on Local TV Market Concentration," The Journal of Media Economics 4 (3, 1991): 47-58;
23. Benjamin J. Bates, "Concentration in Local Television Markets," The Journal of Media Economics 6 (3, 1993): 3-22;
24. and Picard, Media Economics: Concepts and Issues.
25. Bates, "Breaking the Structural Logjam: The Impact of Cable on Local TV Market Concentration," 48.
26. Bates, "Breaking the Structural Logjam: The Impact of Cable on Local TV Market Concentration," 55.
27. Bates, "Concentration in Local Television Markets."
28. Bates, "Concentration in Local Television Markets," 17.
29. Lacy and Simon, The Economics & Regulation of United States Newspapers.
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34. Todd Sinai and Joel Waldfogel, "Geography and the Internet: Is the Internet a Substitute or a Complement for Cities?" Journal of Urban Economics 56 (1, 2004): 1-24.
35. Chyi and Sylvie, "Competing with Whom? Where? And How? A Structural Analysis of the Electronic Newspaper Market"; a local market is where the online edition and the print edition both are available; a longdistance market is where only the online edition is available.
36. Chyi and Sylvie, "Competing with Whom? Where? And How? A Structural Analysis of the Electronic Newspaper Market."
37. Leo Bogart, "Worldwide, Managers Scrutinize Online Business Models," Presstime, June 2002.
38. Chyi and Sylvie, "Competing with Whom? Where? And How? A Structural Analysis of the Electronic Newspaper Market."
39. Chyi and Sylvie, "The Medium is Global; the Content is Not: The Role of Geography in Online Newspaper Markets."
40. Jennifer Wood, "Striking it Niche - Extending the Newspaper Brand by Capitalizing in New Media Niche Markets: A Baseline Study of Daily Newspaper Niche Web Sites" (paper presented at the annual meeting of the AEJMC, 2004).
41. Chyi and Sylvie, "Competing with Whom? Where? And How? A Structural Analysis of the Electronic Newspaper Market."
42. Chyi and Sylvie, "Competing with Whom? Where? And How? A Structural Analysis of the Electronic Newspaper Market."
43. Internet audience measurement remains tricky because no single reliable technique exists to accurately measure the size of audiences and their identity; see Rich Gordon, "Identifying the Online Audience: A New Approach," in Digital Edge, available at http://www.digitaledge.org/home/digitaledge/specialreports/ identifyingtheonlineaudienceanewapproach.aspx (accessed April 30, 2005).
44. The percentages include those who regularly or sometimes visit such Web sites to get news.
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46. Newspaper Association of America, NAA Analysis Shows Eight Percent Increase in Total Newspaper Audience, available at http://www.naa.org/sitecore/content/Global/PressCenter/2006/ NAA-ANALYSIS-SHOWS-8-PERCENT-INCREASE-IN-TOTAL-NEWSPAPER-AUDIENCE.aspx? lg=naaorg (accessed December 5, 2006).
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48. Hitwise, Newspapers and Magazines Face More Dynamic, Complex Landscape as They Transition Online: Internet Breaks Down Geographic Legacies 2005.
49. Chyi and Sylvie, "Competing with Whom? Where? And How? A Structural Analysis of the Electronic Newspaper Market."
50. For more details on comScore Media Metrix's methodology, see Appendix 1.
51. Gordon, "Identifying the Online Audience: A New Approach."
52. See Appendix 2.
53. See Appendix 1.
54. Gordon, "Identifying the Online Audience: A New Approach."
55. comScore, Media Metrix Methodology 2006, available at http:mymetrix.comscore.com (accessed September 19, 2006).
56. Bates, "Breaking the Structural logjam: The Impact of Cable on Local TV Market Concentration";
57. and Bates, "Concentration in Local Television Markets."
58. Bates, "Concentration in Local Television Markets."
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61. It has to be noted that the dataset did not even include usage data of overseas users. Therefore, the long-distance market actually would be even larger than what is presented here if such data also are considered. Previous research showed that national online newspapers tend to have a substantial overseas readership; see Chyi and Sylvie, "Competing with Whom? Where? And How? A Structural Analysis of the Electronic Newspaper Market."
62. Chyi and Sylvie, "Competing with Whom? Where? And How? A Structural Analysis of the Electronic Newspaper Market";
63. and Chyi and Sylvie, "The Medium is Global; the Content is Not: The Role of Geography in Online Newspaper Markets."
64. Runett, Newspapers' Online Operations: Performance Report 2004.
65. Hsiang I. Chyi and George Sylvie, "Online Newspapers in the U.S.: Perceptions of Markets, Products, Revenue, and Competition," International Journal of Media Management 2 (2, 2000): 13-21;
66. and Chyi and Sylvie, "The Medium is Global; the Content is Not: The Role of Geography in Online Newspaper Markets."
67. Hitwise, Newspapers and Magazines Face More Dynamic, Complex Landscape as They Transition Online: Internet Breaks Down Geographic Legacies 2005.
68. Julia Angwin, "Newspapers Set to Jointly Sell Ads on Web Sites: Gannett, Mcclatchy and Tribune to Form Nationwide Network Yahoo's Competing Effort," Wall Street Journal, January 10, 2007, see. A, p. 1.
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