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Palmer (jpalmer@rhsmith.umd.edu) is an assistant professor of Decision and Information Technologies at the University of Maryland in College Park
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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 friend 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
Communications of the ACM – Association for Computing Machinery
Published: Sep 1, 1999
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