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Digital newspapers explore marketing on the Internet

Digital newspapers explore marketing on the Internet September 1999/Vol. 42, No. 9 COMMUNICATIONS OF THE ACM Jonathan W. Palmer and Lars Bo Eriksen DIGITAL NEWSPAPERS EXPLORE MARKETING ON THE INTERNET New forms of digital news products combine existing forms of generating revenue with new product development and services. he newspaper industry has extended the traditional print medium through its use of the Internet. Marketing in this new medium takes on a number of challenges as the possibilities of the Internet are explored and the discussion whether the Internet newspaper is œfriend or foe  of the printed newspaper continues. Marketing on the Internet presents an interesting challenge for those experimenting with the digital newspaper format since the interaction with the customer is computer-mediated. The opportunity to customize, search, and compare in a global marketplace extends the regional focus of most newspapers, demanding additional considerations of content, advertising, and delivery formats. As a digital hybrid, the digital newspaper can replicate the printed newspaper in content and organization and be made to look like a traditional paper, but at the same time it can offer interactive multimedia content tailored to the individual consumer in a manner radically different from that of traditional newspapers. Despite the rapid spreading http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Communications of the ACM Association for Computing Machinery

Digital newspapers explore marketing on the Internet

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References (8)

Publisher
Association for Computing Machinery
Copyright
Copyright © 1999 by ACM Inc.
ISSN
0001-0782
DOI
10.1145/315762.315769
Publisher site
See Article on Publisher Site

Abstract

September 1999/Vol. 42, No. 9 COMMUNICATIONS OF THE ACM Jonathan W. Palmer and Lars Bo Eriksen DIGITAL NEWSPAPERS EXPLORE MARKETING ON THE INTERNET New forms of digital news products combine existing forms of generating revenue with new product development and services. he newspaper industry has extended the traditional print medium through its use of the Internet. Marketing in this new medium takes on a number of challenges as the possibilities of the Internet are explored and the discussion whether the Internet newspaper is œfriend or foe  of the printed newspaper continues. Marketing on the Internet presents an interesting challenge for those experimenting with the digital newspaper format since the interaction with the customer is computer-mediated. The opportunity to customize, search, and compare in a global marketplace extends the regional focus of most newspapers, demanding additional considerations of content, advertising, and delivery formats. As a digital hybrid, the digital newspaper can replicate the printed newspaper in content and organization and be made to look like a traditional paper, but at the same time it can offer interactive multimedia content tailored to the individual consumer in a manner radically different from that of traditional newspapers. Despite the rapid spreading

Journal

Communications of the ACMAssociation for Computing Machinery

Published: Sep 1, 1999

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