Abstract
Synergies between print and online activity in the newspaper industry are not fully understood. Nor is their influence on newspaper circulation rates. Both issues are investigated using data from a small survey of regional newspapers. In particular, we show how cross-media synergies for print and online interaction can be estimated against a simple conceptual model. Also how different combinations of cross-media exposure can be identified. Interestingly, the study reveals that synergy is complementary and positively impacts on circulation rates.
Additional information
Notes on contributors
Gary Graham
Gary Graham joined Leeds University Business School in January 2011 after 11 years lecturing first at MSM until 2005 and then MBS from 2005 onwards. He has co-authored two books on the Internet and its influence on the creative sector. His current research concerns the impact of the Internet – particularly the convergence of online and printed newspaper activity but also the issue of consumer interactivity – on the supply chain operations of regional newspapers.
Jim Freeman
Jim Freeman is a Senior Lecturer in Statistics and Operational Research at Manchester Business School. His research interests embrace game theory, simulation and applied statistics. Recently, his game theory research has been concerned with the analysis of complex machine routines used in the gaming industry – most notably HI-LO – and a number of significant journal papers have resulted from this work. Correspondingly, simulation models have been developed for a diverse range of queuing and quality management problems. Latest statistics applications – typically arising from ad hoc consultancy involvements – have, among other things, been concerned with project risk, the use of portfolios in post graduate course assessment, change point models, structural equation modelling (LISREL and AMOS) and ordinal and logistic regression.