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The Diffusion of an Online Community Newspaper Among College Students
Unformatted Document Text:  Diffusion Online News 17 community attachment. The significant difference between male and female participants on their mean score of credibility is consistent with the findings of Armstrong and Collins (2009). Females tend to rate their community newspaper as less credible, especially when rating a college newspaper. The credibility scale initially revealed three underlying factors present: source credibility, timeliness, and bias. Recall that the two items assessing bias did not load well on either of the other factors and were dropped from the factor analysis procedure. Timeliness for online newspapers is an important factor to examine but was not one of the variables analyzed for the current study. When the underlying constructs of bias and timeliness were represented in the factor model, the model revealed poor measures of fit. iii An interesting finding from the new media use scale results is that the participants reported more frequently visiting the website of television news channels than visiting the websites of newspapers. Bucy et al. (2007) discussed the competition for print newspapers from local television news, cable news outlets, and radio station companion websites in the 24-hour news cycle. Although recent research has shown that print newspapers are still more successful at reaching local readers than the online version (Chyi & Lewis, 2009), community newspaper companies need to consider their online competition from television and other local media. Younger readers who have only read their news online might be influenced by interactive features more than older readers. The sample population reported the reason they most frequently go online is to visit social networking sites. Media organizations should consider a stronger integration of social networking sites into their online community newspaper website if they hope to attract younger readers. The results also underscore that newspaper organizations should identify their audience and design the interactive features of their online site accordingly, as suggested by Chung (2008).

Authors: Hunt, Daniel., Atkin, David. and Kowal, Chris.
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Diffusion Online News 17
community attachment.  The significant difference between male and female participants on their 
mean score of credibility is consistent with the findings of Armstrong and Collins (2009). 
Females tend to rate their community newspaper as less credible, especially when rating a 
college newspaper.  The credibility scale initially revealed three underlying factors present: 
source credibility, timeliness, and bias.  Recall that the two items assessing bias did not load well 
on either of the other factors and were dropped from the factor analysis procedure.  Timeliness 
for online newspapers is an important factor to examine but was not one of the variables 
analyzed for the current study.  When the underlying constructs of bias and timeliness were 
represented in the factor model, the model revealed poor measures of fit.
An interesting finding from the new media use scale results is that the participants 
reported more frequently visiting the website of television news channels than visiting the 
websites of newspapers.  Bucy et al. (2007) discussed the competition for print newspapers from 
local television news, cable news outlets, and radio station companion websites in the 24-hour 
news cycle.  Although recent research has shown that print newspapers are still more successful 
at reaching local readers than the online version (Chyi & Lewis, 2009), community newspaper 
companies need to consider their online competition from television and other local media. 
Younger readers who have only read their news online might be influenced by interactive 
features more than older readers.  The sample population reported the reason they most 
frequently go online is to visit social networking sites.  Media organizations should consider a 
stronger integration of social networking sites into their online community newspaper website if 
they hope to attract younger readers.  The results also underscore that newspaper organizations 
should identify their audience and design the interactive features of their online site accordingly, 
as suggested by Chung (2008).  


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