ArticleAuthors: Hsiang Iris Chyi; J. Sonia Huang (2011)
This study uncovers a universal pattern regarding the oft-misunderstood demand relationship between online and print products under one newspaper brand.
Growing from the portfolio management perspective and building on previous research conducted in the US and Hong Kong, this study examines the newspaper market in Taiwan. Secondary analysis of survey data collected from 7706 Web users confirmed that: (1) the print edition attains a much higher penetration relative to its online counterpart, suggesting that more people would rather consume the print edition over free Web offerings; and (2) compared with the general public, readers of the online edition were more, not less, likely to r... 
