Both qualitative and quantitative research is used to identify and measure the experiences people have with online content web sites. A stratified sample of 39 web sites was employed. The quantitative work involved a national survey of over 2000 people. The results reveal 22 distinct experiences with online content. Some of these are similar to but others are different from the experiences previously identified for print magazines and newspapers. Most of the experiences are associated with the extent to which people use a particular content site. The degree of this association is shown to depend on people’s overall use of print magazines. Furthermore, the cross-media impact of online and print magazines is positive, implying that one creates a taste for the other. The general implications for cross-media impact are discussed.
Symposium: 2005: Prague, Session 6 - Print in a Multi Media World
Authors: J. Calder, Bobby, Malthouse, Edward C.
Organisations: Integrated Marketing Communications, Kellogg Graduate School of Management, Northwestern University
Topics: Multi-platform Measurement