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Factors Influencing Interactivity of Internet Newspapers
Unformatted Document Text:  Factors Influencing Interactivity of Internet Newspapers 7 their media group’s experience with Internet sites. But he also found ownership structure was not a good predictor of interactive options of Internet newspapers. Newspaper Region of Coverage: National vs. Local. Big national news sites with more money, broader coverage scope, and higher reputation would be in the best position to set up a highly interactive news Web site than local newspapers. According to “The Media Audit,” a syndicated survey of both online and traditional media in more than 80 U.S. markets, the Washington Post Web site leads the way in attracting an Internet audience. Peng et al. (1999)’s findings also indicated the difference in content between national and local media. They found national papers have more interactive facilities than local papers. On the other hand, Dibean and Garrison (2001) found that local newspapers used more Web technologies than national newspapers. Length of Web presence. The Internet is a relatively new medium. Since newspaper going online in the mid-90s, Web sites have gone through great changes, both in structure and content. Length of Web presence may be another factor influencing the interactivity of Internet newspapers. Deborah (1993) argued that the critical mass for interactive services should be reached in a number of larger cities in five years. At the beginning of Internet hype, a lot of traditional mass media jumped to the online world and produced Web sites of doubtful value (Schultz, 2000). As the Internet grew, newspapers became more comfortable with the new medium and got more experience operating Web sites which became increasingly interactive. Available Technology. Scholars have viewed the Internet as a technology with positive consequences (Bogart, 1994). The growth in the nature of online journalism mirrors the history of the development of Web technology (Sundar, 2000). In the early

Authors: Qian, Zeng. and Li, Xigen.
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Factors Influencing Interactivity of Internet Newspapers
7
their media group’s experience with Internet sites. But he also found ownership structure
was not a good predictor of interactive options of Internet newspapers.
Newspaper Region of Coverage: National vs. Local. Big national news sites with
more money, broader coverage scope, and higher reputation would be in the best position
to set up a highly interactive news Web site than local newspapers. According to “The
Media Audit,” a syndicated survey of both online and traditional media in more than 80
U.S. markets, the Washington Post Web site leads the way in attracting an Internet
audience. Peng et al. (1999)’s findings also indicated the difference in content between
national and local media. They found national papers have more interactive facilities than
local papers. On the other hand, Dibean and Garrison (2001) found that local newspapers
used more Web technologies than national newspapers.
Length of Web presence. The Internet is a relatively new medium. Since
newspaper going online in the mid-90s, Web sites have gone through great changes, both
in structure and content. Length of Web presence may be another factor influencing the
interactivity of Internet newspapers. Deborah (1993) argued that the critical mass for
interactive services should be reached in a number of larger cities in five years. At the
beginning of Internet hype, a lot of traditional mass media jumped to the online world
and produced Web sites of doubtful value (Schultz, 2000). As the Internet grew,
newspapers became more comfortable with the new medium and got more experience
operating Web sites which became increasingly interactive.
Available Technology. Scholars have viewed the Internet as a technology with
positive consequences (Bogart, 1994). The growth in the nature of online journalism
mirrors the history of the development of Web technology (Sundar, 2000). In the early


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