标题: | Demystifying the demand relationship between online and print products under one newspaper brand: the case of Taiwan and the emergence of a universal pattern |
作者: | Chyi, Hsiang Iris Huang, J. Sonia 交大名义发表 National Chiao Tung University |
关键字: | newspaper;Internet;Taiwan;media management;journalism |
公开日期: | 2011 |
摘要: | 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. |
URI: | http://hdl.handle.net/11536/15408 http://dx.doi.org/10.1080/01292986.2011.559261 |
ISSN: | 0129-2986 |
DOI: | 10.1080/01292986.2011.559261 |
期刊: | ASIAN JOURNAL OF COMMUNICATION |
Volume: | 21 |
Issue: | 3 |
起始页: | 243 |
结束页: | 261 |
显示于类别: | Articles |
文件中的档案:
If it is a zip file, please download the file and unzip it, then open index.html in a browser to view the full text content.