Perceived substitutability between digital and physical channels: the case of newspapers

Abstract

Purpose -The purpose of this paper is to identify the main motivations that influence readers to read newspapers, and, to analyse their influence on the level of perceived substitutability between digital and traditional channels in the newspaper business. Design/methodology/approach -First, qualitative studies were carried out which allowed reader motivations to be identified and the hypotheses to be established. Subsequently an online survey was applied to a representative sample of users. The scales were validated and refined, after which the hypotheses were tested by way of a structural equation model. Findings -Results confirm that readers motivated by aspects related mainly to differential attributes of the internet versus traditional channels perceive them both as information conduits and not as substitutive products. Meanwhile, motivations that could be satisfied through both channels positively affect the level of perceived substitutability between digital and traditional newspapers. Nevertheless, readers prefer reading a newspaper in the physical medium, for entertainment. Originality/value -This is one of the first studies that analyses reader behaviour on the part of the internet press readership. In this sense it provides a significant contribution because it studies reader goals from a global perspective and analyses the substitutability perceived by users. Also, the research presents some key managerial implications for multi-channel distribution. In fact, the offer of the digital channel should provide substantially different features from that of the printed newspaper in such a way that the two products are differentiated and closely fit the preferences of different consumer groups.

Substitutability and complementarity of broadcast radio and music streaming services: The millennial perspective

“…Substitutability. Substitutability between any two of the three audio media platforms was measured by three items adapted from Flavián and Gurrea (2007; Cronbach's α ranged from .86 to .90). The same five-point Likert-type scales were used (see Table 1 for scale items and sources).…”

“…The study of substitutability and complementarity between new and old media platforms offers important insights into the strategic options of incumbent media. Scholars have investigated the substitutability and complementarity of physical newspapers and digital newspapers (e.g., Dutta-Bergman, 2004; Flavián & Gurrea, 2007), television and online videos (e.g., Bondad-Brown, Rice, & Pearce, 2012; Cha & Chan-Olmsted, 2012), and email and telephone (e.g., Dimmick, Kline, & Stafford, 2000). While some compared the digital and analogue versions of similar products, others investigated newer media platforms that offer additional functionality and content.…”

Legacy and Native News Brands Online: Do They Show Different News Consumption Patterns?

“…Studies on the contrast between traditional and digital media, and on the type of journalism practiced by each, have a long tradition, especially since the application of displacement theory to the analysis of substitution or complementarity between new and old media (De Waal & Schoenbach, 2010;De Waal, Schoenbach, & Lauf, 2005;Dimmick, Chen, & Li, 2004;Flavian & Gurrea, 2007;Gentzkow, 2007;Kaye & Johnson, 2003;Lazarsfeld, 1940;Lin, Salwen, Garrison, & Driscoll, 2005;McCombs, 1972). As a result of this extensive research, there is a set of fairly well-defined topics that has captured a large part of researchers' attention (Ahlers, 2006;Dutta-Bergman, 2004;Glynn, & Huge, 2014;Thurman, 2014;Van Der Wurff, 2011).…”

Time budget, news search time cost, and news media choice

“…Some scholars argue that new media will displace traditional media and finally dominate the news media market (Dimmick et al., 2004; Flavian and Gurrea, 2007; Ha and Fang, 2012). However, other scholars have evidence for the complementary effect.…”