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Factors Influencing Interactivity of Internet Newspapers
Unformatted Document Text:  Factors Influencing Interactivity of Internet Newspapers 19 group serving several newspapers may need more effort to work efficiently to maintain competing level of interactivity. Ownership unrelated to interactivity of Internet newspapers may also be attributed to media routine factors. Although owners of newspapers are strategically placed in the flow of information, they rarely exercise their power on a day-to-day basis. Rather, they set the overall policy and exercise their power principally through the selection of editors who in turn select reporters and writers (Seiden, 1974). Editors have the final say of what content will appear on the newspaper, such as what to include in a newspaper Web site and whether to insert links in a story. CONCLUSION This study found that newspaper size, length of Web presence and newspaper’s region of coverage have impact on interactivity of Internet newspapers. All factors examined were internal factors determined by media themselves. External factors may play as important role as the internal factors in shaping interactivity of Internet newspapers. For example, interactive features need support of high-speed Internet access, which is more likely available in big markets. Although technology is developing at fast speed, many aspects of life and society have remained fairly constant. For most households, interactivity is still provided by standard telephone lines through dial-up service. Audiences of big market may have easier and faster access to the Internet. Does access to interactive Web sites such as availability of high-speed Internet access in a market affect interactivity of Internet newspapers?

Authors: Qian, Zeng. and Li, Xigen.
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Factors Influencing Interactivity of Internet Newspapers
19
group serving several newspapers may need more effort to work efficiently to maintain
competing level of interactivity.
Ownership unrelated to interactivity of Internet newspapers may also be attributed
to media routine factors. Although owners of newspapers are strategically placed in the
flow of information, they rarely exercise their power on a day-to-day basis. Rather, they
set the overall policy and exercise their power principally through the selection of editors
who in turn select reporters and writers (Seiden, 1974). Editors have the final say of what
content will appear on the newspaper, such as what to include in a newspaper Web site
and whether to insert links in a story.
CONCLUSION
This study found that newspaper size, length of Web presence and newspaper’s
region of coverage have impact on interactivity of Internet newspapers. All factors
examined were internal factors determined by media themselves. External factors may
play as important role as the internal factors in shaping interactivity of Internet
newspapers. For example, interactive features need support of high-speed Internet access,
which is more likely available in big markets. Although technology is developing at fast
speed, many aspects of life and society have remained fairly constant. For most
households, interactivity is still provided by standard telephone lines through dial-up
service. Audiences of big market may have easier and faster access to the Internet. Does
access to interactive Web sites such as availability of high-speed Internet access in a
market affect interactivity of Internet newspapers?


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