Knowing the reader through the internet

The main objective of the study described in this paper was to learn how the development of an online newspaper would affect changes in the reading of newspapers in Argentina.

Knowing The Reader Through The Internet

Carola Pradás Project Director, Eduardo D'Alessio/Louis Harris, Argentina. andNora B.I. de D'Alessio Head of the Market Research Division, Eduardo D'Alessio/Louis Harris, Argentina.

INTRODUCTION

The main objective of the current investigation was to learn of any changes in the reading of newspapers in light of the development of online newspapers in Argentina.

  • Who reads online newspapers?
  • Do paper and online newspapers act as complementary products or as competitors?
  • What is the information role of each?

This is of vital importance in Argentina at this time due to two factors:

  • Argentina historically...

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