Duality of newspaper distribution channels: An analysis of readers' motivations

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Abstract:

The spread of the use of the internet has had a significant effect on the newspaper sector. Against this background, this paper analyses the duality of press distribution channels from the demand perspective. Specifically, we identify the main reasons that lead readers to read the press and, thereafter, we analyse the possible influence of such reasons on the decision to read online newspapers rather than the traditional press. The results confirm that both channels of information distribution are complementary, always provided that the products offered are sufficiently differentiated, given they may be associated to different motivations and use situations. Finally, the paper offers various recommendations for internet press management.

Keywords: Dual channels; Spain; digital press; reader behaviour; traditional press

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/09593960601132334

Affiliations: Department of Economy and Business Studies, University of Zaragoza, Spain

Publication date: February 1, 2007

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