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

Hsiang Iris Chyi, J.Sonia Huang

Research output: Contribution to journalArticlepeer-review

19 Scopus citations

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.

Original languageEnglish
Pages (from-to)243-261
Number of pages19
JournalAsian Journal of Communication
Volume21
Issue number3
DOIs
StatePublished - 1 Jun 2011

Keywords

  • Internet
  • Journalism
  • Media management
  • Newspaper
  • Taiwan

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