Browsing by Author "Huang, J. Sonia"

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APPLICATION OF THE LONG TAIL ECONOMY TO THE ONLINE NEWS MARKET IN TAIWAN Civic Participation Matters
(2013-01-01)
Huang, J. Sonia
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Wang, Wei-Ching
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傳播與科技學系
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Department of Communication and Technology
Application of the Long Tail Economy to the Online News Market: Examining Predictors of Market Performance
(2014)
Huang, J. Sonia
;
Wang, Wei-Ching
;
傳播與科技學系
;
Department of Communication and Technology
The online news market worldwide has met several challenges, one of which is the lack of sustainable business models. The long tail is a concept defined by Chris Anderson to describe a business model used by the majority of Internet firms and ecommerce stores. Is the long tail model crucial to the news media\'s competitive market capacity today? The study integrates relevant economic concepts of production costs, distribution costs, search costs, and market performance to construct a long tail economy for online news. Using survey, third-party traffic metrics, and content analysis, this study found that the traffic performance of online news sites was significantly impacted by long tail forces, but the impact had not transferred to the news sites\' financial performance. The synthesis provides rich explanations of how the long tail economy can be applied to online news to reveal the forces that both drive and constrain its performance.
Comparing the competitive advantages of leading news sites in mainland China and Taiwan
(2015-04-03)
Huang, J. Sonia
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Dai, Jia
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傳播與科技學系
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Department of Communication and Technology
In the severe recession in journalism, professional news sites are facing the challenge of increasing their competitive advantage. In this study, a resource-based approach was used to interview 12 top executives of leading news sites and portals in mainland China and Taiwan. The data were analyzed to determine the inimitable resources that enabled them to achieve competitive advantages and how these resources varied under different market conditions. The results identified property-based and knowledge-based resources that were developed by the news sites in reaction to the quickly changing environment of technology and media. Particular differences in communist and capitalist ideology between mainland China and Taiwan, respectively, and their effects on comparative resources are also discussed.
Demystifying the demand relationship between online and print products under one newspaper brand: the case of Taiwan and the emergence of a universal pattern
(2011)
Chyi, Hsiang Iris
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Huang, J. Sonia
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交大名義發表
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National Chiao Tung University
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.
Feedback effect of online brand extension: an empirical analysis of newspapers in Taiwan
(1970-01-01)
Huang, J. Sonia
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傳播與科技學系
;
Department of Communication and Technology
Legacy media have not managed to recoup lost revenue by pursuing digital opportunities, so the following question is worth addressing: How does the growth of digital audiences affect the brand equity of news parent brands? This study examined the feedback effects of online brands on parent brand loyalty by analyzing a survey (N = 1,199) of four national newspaper readers in Taiwan. The main results demonstrated that online brand loyalty could be transferred to parent brand loyalty, and the relationship was moderated by perceived fit. Moreover, two factors, personal-networked branding and engaging branding, contribute to the success of online brands, whereas on-demand branding might dilute the brand loyalty of an online news brand.
Friend or foe? Examining the relationship between news portals and newspaper sites in Taiwan
(2013-03-01)
Huang, J. Sonia
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Yang, Mengchieh Jacie
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Chyi, Hsiang Iris
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傳播與科技學系
;
Department of Communication and Technology
Newspapers worldwide often serve as content providers for news portals, but portals outperform most newspaper sites in audience share. Whether this is a zero-sum game or a win-win scenario deserves scholarly attention, because the phenomenon constitutes a unique case of intra-media competition. Based on empirical data collected through a large-scale survey, this study systematically examines the delicate relationship among and between news portals and newspaper sites in Taiwan. The results document non-competitive relationships among most news sites, with the exception of Yahoo! News. Such counter-intuitive findings carry theoretical and strategic implications for the study and practice of online journalism.
Value systems and decision-making styles of newspaper front-line editors
(2008-03-01)
Sylvie, George
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Huang, J. Sonia
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交大名義發表
;
National Chiao Tung University
As American newspapers face declining readership, quality concerns, and changing technology and public tastes, newspaper decision-making style remains relatively unexamined. This study re-examines national survey data on U.S. editors charged with choosing, justifying, editing, and publishing the news. In a search for values that underlie decision-making styles, the study uncovers five style predictors: gender experience, social values, journalistic values, and organizational values. Audience-related values were not significant predictors.