Academic journal article Asian Social Science

Analysis of Attitude towards Online and Print Publications: A Case Study among University Students

Academic journal article Asian Social Science

Analysis of Attitude towards Online and Print Publications: A Case Study among University Students

Article excerpt

Abstract

Users enjoy and like both online and print news papers. But it is believed that it is necessary to adopt various modern techniques so as to identify the interests of the young college going population. Factors influencing attitude towards usage of print and online publication have been studied by several researchers. In this modern age, people are provided with a wide range of traditional and digital channels. Currently online news sites have greatly satisfied the expectations of the readers, and there has been a decrease in the circulation of print news papers. This study examines the consumer choice of print and online media with respect to demographics and preference of format. The study adopted a primary quantitative data collection approach wherein a paper based survey of 150 college post graduate students was carried out. Overall these results, acknowledged that the print edition has been the prevailing choice when compared to the print edition in terms of readership and preference and generates more profit to the advertising field.

Keywords: online and offline publications, preference of format, demographics, digital natives, advertising revenue, new business models

1. Introduction

The key infrastructure for governance and a well-operating polity can be provided by the media, as they could effectively provide information to the targets. In accordance to Pew Research Center (2009), providing information to the citizens so as to make them to play their role in the society is the major purpose of journalism. Wikipedia (2010) revealed that as the media is considered as the "fourth estate," they are very important to politics. As media can reach broad population, it plays an important role in advertising and public relations.

Reporting and conveying the information to the audience is the major duty of the media as they not only convey the information to the viewers but also influence their behaviour. As stated by Alsem et al. (2008), they won't stop with informing the news to the viewers. They will also "create" or "describe" the news. In addition, an appropriate information gathering for reporting, influences the behaviour of the viewers (Gentzkow and Shapiro, 2004; George & Waldfogel, 2006; Mullainathan & Shleifer, 2005), particularly by selecting the slant and spin in what is reported, they will influence the behaviour of the viewers (Gentzkow and Shapiro, 2006, Gentzkow et al. 2006; Xiang and Sarvary, 2007)

Most of the researchers (Chyi & Chang, 2009; Chyi & Lasorsa, 2002; Chyi & Yang, 2009, De Waal, Schoenbach, & Lauf, 2005 & Online Publishers Association, 2004) identified that the users enjoy and like the print news paper than online news papers. But it is believed that it is necessary to adopt various modern techniques so as to retain the digital natives. However, still researchers could not identify a valid business model for online news even after sixteen years of study (Gill, 2011). They could find out the factors motivating the users to choose online news resources and the way through which the online resources fulfil the expectations of the readers. Further, the competition between online and traditional news platforms and the impacts of online news on traditional have not been focused by many researchers. Hence, it is important to focus on the literature that deals with the views of the youngsters about online and print media. The researcher of this study has attempted to compare the uses of online news platforms and old media forms. As the online news sites have greatly satisfied the expectations of the readers, there has been a decrease in the circulation of print news papers (Stempel et al., 2000) and the impact of the same on younger generation.

2. Literature Review

Newspaper firms have started to search for online delivery channels so as to retain the young readers. As a result, they have transferred a considerable amount of their delivery channels from print format to online format. …

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