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Theory Practice and the Daily Click The Migration of the Newspaper Habit to Online News Media Generations of armchair media critics have noted the power of the newspaper habit on the lives of readers -- a phenomena only recently verified by empirical research But marketers in the exploding world of new media didnt wait for research Thousands of dot-coms and Internet news sites have appeared in an attempt to lure newspaper readers to the online world Recent statistics from Strategis Group show that approximately 61 of home Internet users access the Web daily Sefton 2000 and that there are 15 computers per home of the average Internet user As more users hop online daily the more likely these users will feel familiar with all the Web has to offer Among those many offerings however the news ranks high The UCLA Internet Report UCLA Center for Communication Policy 2000 found that 566 of surveyed Internet users read news online making it the fourth most popular Web activity By comparison 817 of users spent their time surfing 816 used e-mail and 572 used the Web to find hobby information Less popular were finding entertainment information 543 buying online 507 finding travel information 458 using instant messaging 396 finding medical information 366 and playing games 33 Much of the current news on mass media and the Web centers on how competing news media are partnering to drive user traffic Web site visits to their sites Shepard 2000 Focus is also placed on whether online newspaper-affiliated Web sites are replacing print newspapers as primary news sources for media consumers Althaus Tewksbury 2000 Nicholson 1999 Traditional media and the newer online media share a common concern--how to maintain and grow their market segments and increase advertising revenue This may not be easy A report released by the Pew Research Center 2000 June indicates that across media growing numbers of Americans are losing the news habit Not just
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