CHAPTER 1

PROBLEM IN PERSPECTIVE

1.1 INTRODUCTION

In a midst of new media technologies the printed version of

newspapers are negatively affected by the online news

consumption. The survival of print newspapers on their online

counterparts will be remembered as a watershed year in South

Africa when, after more than 200 years, printed newspapers were

surpassed by digital computers, tablets and cellphones as the

primary source of news for most of the country’s inhabitants

McQuail (2003:197). Indicated by the Times Group over the next

three years, classic print advertisement spend will lose R2

billion and digital spend will be more than triple as

advertisement spend. This resulted in two of South Africa’s

largest newspaper publishing groups, Times Media Group and

Independent Newspapers, change hands earlier this year.

Online newspapers are carving a niche of their own, especially

among the news hounds, the computer savvy, and the young, who see

the Internet as a viable medium for information and news. Online

is a medium perfectly suited for people who have gone beyond

television. With its tendency to blur and blend media, the online

newspaper is not as straightforward as its print counterpart,

even if it contains all of the news and information that is in

the newspaper. The online newspaper is postmodern, online

newspapers do not allow readers to thumb through and physically

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relate to the organisation of the online publication; readers

must organise and prioritise their news mentally. Those

unfamiliar with the practice and design of the online newspaper

might not realise that the spotted owl story was on the front

page of the online newspaper but not the front page of the print

paper. Inversely, many stories deemed important enough to run on

the front page of the print edition are not deemed timely or

important enough to run on the front of the paper's web site

(Shayla, 1998).

1.1.1 History of newspapers in South Africa

Locally produced newspapers did not appear in South Africa until

a century and a half after the occupation of the Cape Town by van

Riebeeck in 1652, simply because the Dutch East India Company,

which controlled the site, perceived the press as a potentially

revolutionary instrument. News and views had to be channeled

through newspapers published far away in the Netherlands (Fourie,

1994:291).The Cape Town Gazette and African Advertiser was first

published on 16 August 1800 by Alexander Walker and John

Robertson, who were also renowned for being corrupt slave-

dealers. Private newspapers were prohibited except for those

published by missionaries in the hinterland (Diederichs,

1993:73).

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The Johannesburg English-language daily The Star originated in

Grahamstown, then one of the country’s biggest cities, as The

eastern Star and moved to the Witwatersrand region after the

discovery of gold, appearing as an evening newspaper renamed The

Star on 3 April 1889.The Star was to become the biggest daily in

South Africa and continued to have the biggest circulation up to

1991, when briefly overtaken by the township-focused English-

language daily the Sowetan. Both are now competing with a new

tabloid competitor, The Daily Sun, which appears to have brought

new readers into the newspaper-reading world (Roelofse, 1996).

1.2 PROBLEM STATEMENT

Over the past century print newspapers have played a dominant

role in public communication and are now struggling to adapt to

the information age that has shrunk the business model foundation

that has proven so successful in the past which led to the rise

of online newspapers. Most Consumers no longer purchase the

printed version but prefers the online version of newspaper hence

it is cheaper and accessible. Faced with such an adversary, small

and large newspapers alike may have no choice but not to abandon

their traditional methods but to go for an innovative approach

which is going online.

1.3 PURPOSE OF THE STUDY

1.3.1 Aim

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The aim of this study is to establish the effects of online

newspapers on print version.

1.3.2 Objectives

The objectives of this study are:

To compare/benchmark the consumption of both online and

print newspapers.

To highlight the advantages and disadvantages of online

newspapers on print versions.

To investigate the consumption patterns by the readers.

To analyse similarities in terms of features,

production and writing style use in both the online and

print version of newspapers.

1.3.3 Rationale

The study will focus on the effects of online newspapers on the

printed versions. This is needed because of the technological

context with the internet there are more online newspapers which

affect the print newspapers. Print Newspapers ensure that the

readers get the best experience from the content. While the

purpose of providing a decent experience to the end-user is

predominantly the same for the online versions, online newspapers

enhance their print counterparts. Where eye/mouse-tracking

research has long been in effect to optimise the online

experience, the need to implement prominent advertising

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placeholders and other cross-linking often sacrifices a clean and

attractive layout.

1.3.4 Scope of the study

The University of Limpopo Turfloop Campus in the Capricorn

District situated outside Polokwane City in Mankweng Community

Limpopo Province. The Turfloop Campus holds to up approximately

18000 students residing both on-campus and off-campus. The

Sowetan newspaper provides students with its publications in a

form of a hardcopy, the campus also have various computer labs

with internet access with most of the student’s residence

equipped with wireless internet for all students and local

Mankweng Residents for use.

1.4 Significance of the study

The study of effects of online newspapers on the printed version

can be a learning paradigm in the South African media and various

newspaper publishers to ensure and enhance productivity in both

media. The primitive purpose of this study is to establish the

effects of online newspapers on print version and to develop

positive and negative effects they may have on newspaper

publishers, the results of this study will benefit different

newspaper organisations, businesses in terms of where to

advertise, and the community who are the consumers of this media.

This study is significant because it will provide the crucial

facts about the existing effects of online newspapers on the

printed version, including the challenges that print newspapers

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face. This study will serve as the basis for future plans of

action by the newspaper organisations be it community newspapers

or commercial print newspapers .This study will not only benefit

newspaper publishers but also the entire community they serve.

Furthermore, this study will serve as a theoretical model for

future studies of the same nature if ever the existing problem

has penetrated in this case will exist in the future. Future

researchers will benefit from this study, and it will provide

them the facts needed to compare their study during their

respective time and usability.

1.5 Theoretical Framework

• The Libertarian theory

According to libertarian theory, people are rational beings

Capable of distinguishing between truth and falsehood, and

between good and evil. In terms of interactivity users can write

or leave in their comments about what they think of a news story

on an online newspaper via the internet. The emphasis is on

personal freedom and democracy that emerged in the seventeenth

century and flourished in the nineteenth century before the

development of internet, the media and internet are seen as a

source of information and a platform for the expression of

divergent opinions (Roelofse, 1996). With print media,

traditional media such as newspapers layout current news for the

society, but with online versions the audience can give feedback

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and views on any article of an online newspaper of the same

publication (McQuail,1987).

• The Social Responsibility theory

According to this theory it attempts to reconcile the ideas of

freedom and independence with responsibility towards society. It

is based on the premises that the media are under an obligation

to create a forum for different viewpoints(new media) (Roelotse

1996:53-54).The theory also states that the media (newspapers)

should fulfil their responsibilities mainly by setting

professional standards with regard to the supply of

information(news) and the truth, accuracy, objectivity and

balance of their reporting. It should self-regulate within the

framework of the law and established institutions. The media

should avoid publishing information that can lead to crime,

violence or social disruption, as well as information that can

offend ethnic minorities.

• The postmodern: new society, new media environment

Amongst postmodern scholars (Ang 1998; Jacka 2003) Postmodern are

characterised by a new kind of public, which in turn is

characterised by hybridisation, fragmentation and the rise of

minorities and minority rights. It is a society where traditional

media and new media are blurred. In this new society, new

channels of public communication exist such as the internet,

brought about by new technologies, convergence, liberalisation,

deregulation and globalisation. In terms of content, new genres

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such as infotainment and reality television are being produced

all of them blurring the traditional distinction between

information and entertainment. It is argued that the new media

(internet) environment, journalism has become market-driven and

guided by what is interesting rather than what is important, by

an audience orientation.

1.6 Conclusion

Newspapers are static, isolated points of reporting in the media

world and have several unique benefits compared to their online

counterparts. The following sections attempt to highlight these

benefits, and show how a digital edition of a print newspaper can

fill the gap between the printed paper and the news site. Content

on online sites can be updated, changed and adapted as many times

as necessary, making it more transient, and coincidentally less

transparent. The sole focus of the print version is on news,

whereas the online edition can have split objectives, distracting

from the purpose of informing (Flanagin & Metzger, 2001). The

study is about investigating and making comparison between the

two media in terms of content difference.

1.7 SUMMARY OF THE CHAPTERS

1.7.1 Chapter one entails the background of study with the

purpose of the research study, introducing the proposed study by

stating and describing the problem of investigation, and

clarifying some concepts as they are applicable to the study.

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1.7.2 Chapter two focus on literature review on the effects of

online newspapers on the printed version. In this chapter it was

discovered that the new media plays a major role in disseminating

news and information. It captured previous work by other scholars

who worked on the research topic.

1.7.3 Chapter three describes the methodology and design of the

research project. It further described the population and sample

that were employed to collect the empirical data. The focus group

interviews along with questionnaires were used to collect data.

The manner of selecting interviewees was purposive.

1.7.4 Chapter four is dedicated to data analysis using the

constant comparative method and interpretation of results that

subsequently led to the findings and recommendations

1.7.5 Chapter five focus on the findings and recommendations of

the study.

CHAPTER TWO

LITERATURE REVIEW

2.1 INTRODUCTION

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Almost every primary research study begins with a review of the

literature. The purpose of the literature review section of a

research article is to provide the reader with an overall

framework for where this piece of work fits in the big picture of

what is known about a topic from previous research. The

literature review must be defined by a guiding concept such as

your research objective, the problem or issue the researcher is

discussing, or the argumentative thesis. It is not just a

descriptive list of the material available, or a set of summaries

(Boote & Beile, 2005).

The chapter focuses on various literature reviews on the research

topic by other scholars which relate, to the effects of on print

newspapers that examine what impact it has on print publications

such as newspapers. Studies about online newspapers explore

unique features of Web delivery and how it matches up with print

newspapers, the consumption of online compared to print

newspapers, advantages and disadvantages of online on print

newspapers and content difference, The intersection of these

areas provides excellent context for this study.

2.2 THE EFFECTIVE OF INTERNET ON PRINT AND ONLINE NEWSPAPERS

The Internet provides the technical capability for a user to read

an article, examine its sources, and interact through a natural

conduit that other media do not provide. A newspaper’s web site

can provide e-mail addresses or discussion forums that make

journalists accessible while fostering community discussion. A

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site can offer audio clips from interviews, text of government

records, and interactive maps that all can change the way a

reader understands a story. News online provides the opportunity

to develop a whole new way to present journalism. According

Schaffer (2001) of the Pew Center for Civic Journalism suggested

that this be done with a much more interactive toolbox.

Interactivity is one of the things that give the Internet value

as a medium. Newspapers can provide in-depth stories, and

television gives pictures and sounds. When providers offer these

elements online, users often confront technological limitations.

These technical obstacles may be overcome in a few years, but Web

journalism still should be able to offer something more,

something unique now. If interactivity is the Internet’s

outstanding characteristic (Morris, 2001), It seems that online

journalism should be taking advantage of it with stories that

engage the reader and with tools such as e-mail links to

journalists and officials, documents available to view,

databases, and hyperlinks.

According to Nguyen & western(2006), The complementary

relationship between the Internet and traditional mass media: The

case of online news and information, most scholars have

approached the question of the Internet’s effects on traditional

print publications from a medium-centered, competition-based

perspective that is, one in which only the medium and its

attributes are studied under the assumption that different media

serve the same functions for users so that new media will

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eventually drive old media out of existence . In such studies,

the possible complementary effects of the new communication

medium on the old communication medium and of the old medium on

the new medium are ignored. Thus the potentially beneficial

aspects of the Internet for print media may be overlooked and the

results may then be negatively skewed. Previous studies conducted

from the medium-centered perspective have supported the idea that

new communication media will replace old communication media, in

part because consumers still have the same amount of time and

money to spend on media consumption, but more media choices

(Nguyen & Western, 2006).

The South African media online: The internet overtakes print

researched by Langschmidt (2013) the findings were, The AMPS code

for the past four years internet access records this as 7.8

million people or 22% of adults. There are a registered seven

million Facebook users in South Africa. If this figure were

correct, 85% of all adult internet users would be on Facebook,

but common sense tells us this is not the case. The major problem

with AMPS internet research stems from respondent confusion,

among certain sectors of the population. They consider the

internet the same as accessing from a computer. In the cellular

section of the questionnaire, there are questions regarding

mobile surfing, Facebooking and downloading. If one combines this

mobile access with computer access, one arrives at a figure of

10.2 million (29%) or 12.3 million (35%), depending on what

mobile activities one includes. To determine which figure is

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closest to the truth, we have to look at Effective Measure’s (EM)

research, which all major sites and members of the Digital Media

and Marketing Association (DMMA) use to determine website visits.

But these measurements are based on ‘time stamped devices’ not

people, so a short explanation of audience currency exchange

rates is required. Every device that accesses the internet has a

unique identifier known as an internet protocol (IP) address.

When you visit a website it records your IP address. This is not

a static address, however, so is not an audit of devices, since

every time a person clears their cache (removes cookies), they

will be assigned a new IP.

Although Hetemäki (1999) drew attention to several key areas in

which the impact of the Internet on the traditional publishing

industry may be apparent and reasons why readers may gradually

switch from consuming print media to digital media, the elapsed

time since the publication of the article is reason alone to re-

examine the topic. Since the publication of Hetemäki’s article,

statistics may have changed or there may now be a demonstrated

effect of IT on the demand for paper products. Additionally, many

of her statements, such as the “generation factor” (Hetemäki,

1999), seem to be reasonable assumptions or logical explanations,

but it does not provide statistics to sufficiently and

confidently answer the topic at hand.

According Chen & Li’ (2004) study of the effect of the Internet

considered the new medium in communication and the possible

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changes in use of traditional media the Internet may be causing.

Dimmick, Chen and Li (2004) indicate that the internet has a

competitive displacement effect on traditional media in the daily

news domain and that newspapers, along with television, are being

most displaced (Dimmick, et al., 2004).

2.3 CONSUMPTION OF NEWS IN BOTH PRINT AND ONLINE NEWSPAPERS

Consuming information most people, according to Hetemäki (1999),

are concerned with the message, not what medium the message is

conveyed through, This enables the replacement of old

communication media with new communication media. Though digital

information reading is limited by the tiring nature of screen

reading and the lack of computer portability, recent improvements

in technology could make digital reading less tiring and more

convenient (Hetemäki, 1999). These factors could lead to reading

of computer-based material media becoming more common and the

possible replacement of traditional print media with computer-

based media, especially internet content. As more people consume

news online, news organisations face the dilemma of re-allocating

resources to attract new readers and viewers while still trying

to hold on to their existing, and usually aging, print or

broadcast audiences. Online revenues for most news media are

still a small fraction of the income from traditional print or

broadcast (Drummond, 2002). And after many years of double-digit

annual increases in online advertising revenue, the trend tapered

off dramatically in 2008 and 2009, with online revenues flat or

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even decreasing. For newspapers, typically 10 percent or less of

total revenues come from online operations (although the Times

Group reported in late 2008 that online income was enough to pay

for the paper's entire print and online news staffs). Those who

believe print media are losing readers to the Internet point to

studies in which have indicated that their consumption of print

media has declined since they began using the internet. Those who

contend that print media is not suffering as a result of the

internet argue that consumers do not view the internet as

substitutive for print media, as it does not fulfill the same

needs and functions as print media. In some cases, a

publication’s print and online offerings can complement each

other, driving consumers to both sources and, therefore, to two

sets of advertisements.

2.4 CONTENT DIFFERENCES: ONLINE AND PRINT NEWSPAPERS

Some media have been slow to use interactive elements, though

(Dibean & Garrison, 2001). The current environment has media

trying to determine whether online news is complementary or

competitive for their operations (Dutta-Bergman, 2004) while

journalists are trying to understand how to work in multiple

media platforms (Huang, Davison, Shreve, Davis and Bettendorf &

Nair, 2003; Killebrew, 2004).

Online stories provided by documents and audio clips provide

credibility but reduce online journalists to repackagers of news.

It seems crucial to examine the ways newspapers and their web

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sites distribute news. Interactivity is a common word used about

news web sites, and the ability for a user to give feedback or

choose which elements of a story to examine certainly

distinguishes a story on a site from its print counterpart.

Perhaps an equally popular word for added features of a newspaper

web site is “multimedia,” a form of presentation that uses audio,

video, graphics, or other methods to give users different pieces

of a story. Interactivity and multimedia capabilities are

integrated features of the internet, and it is important to

understand how online news sites use these techniques (Weinberg,

1996).

Newspapers have a tradition of seeking, gathering, processing,

and producing news in a one-way daily delivery, but the internet

can give users the ability to make the reporting process more

transparent if site visitors can see, hear, or read the sources

reporters relied on. In order to get to a point where sites make

full use of the online functions that make the web unique, Lowrey

(1999) said both journalists and users must develop new schemas

for processing news online instead of viewing it as a modified

version of print journalism. This is an opportunity for

newspapers to move past shovelware content pushed directly from

the print product to a web page and convert stories into forms

that make them worthwhile for the online user.

Greer & Mensing (2004) make an excellent point: Newspapers are

still working to find interactive elements that function well in

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an online news environment. Finding an online model that is

valuable to users and cost-effective for newspapers will not

happen overnight, but it is important in producing print and

online media that continue to be viable. Although many newspapers

have separate staffs for their online product, often the web site

is essentially the same as the print edition (Tewksbury &

Althaus, 2000), or has fewer stories than what appears in print.

With a news hole limited only by the size of a newspaper’s

servers, the web offers a logical home for more information than

appears in the newspaper. A Newspaper web site that does not

differentiate itself from the print newspaper in daily content

has no unique quality to draw users, and without this, a site has

no leverage to make a profit with advertisers or through paid

content (Chyi, 2005; and Chyi & Sylvie, 1998).

Several scholars (Fortunati, 2005; and Pavlik, 1997) suggested

that news web sites develop in three stages. A first-stage site

mirrors its print parent, and sites in the second stage add some

interactive, multimedia, or customisable features. Pavlik (1997)

said the third stage, a rarity at that time, would present new

forms of storytelling and a different understanding of what

constitutes a community. A few years later, Fortunati (2005) said

the “‘mature’ site” one that has mastered multimedia presentation

and is trying to develop or improve its economic return was a

present reality, at least for European media. A site that has

learned to use multimedia techniques, however, may apply them

only sporadically. This could indicate that news sites still do

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not exploit the characteristics that make them a new, different

medium. The evolution of online newspapers may not be complete,

so it is important to evaluate how news sites function now to see

the direction they might move as online newspapers come into

their own.

Research suggests that there is an audience for both print and

web as they currently exist (Dutta-Bergman, 2004), but Weiss

(2004) online newspapers must reinvent themselves as the novelty

of their innovation wears off or risk failure. Online newspapers

are competitors if their content is free shovelware from the

print edition, but news online can be complementary if sites

offer different information or features. At some level, the law

of diminishing returns suggests that a newspaper will put money

and effort into its web presence until the point that more

resources would not improve the financial bottom line, even if

the product still could be improved.

Shoemaker & Reese (1996) address the desire of news organisations

to efficiently use resources; the scholars’ media content

research fits into a fourth phase of agenda-setting research.

Shoemaker & Reese (1996) created a hierarchical model of

influences on media content that includes routines and

organisational forces. The “structural logic” of a newspaper’s

staffing structure and reporting norms shape the stories that

readers see. If a newspaper’s workflow calls for reporters and

their editors to produce stories, editors and designers to

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produce display type and add photos and graphics, and web editors

simply to format that work for the web, users will see a mirror

of what appears in print. Shoemaker & Reese (1996) also suggest

that the person at the end of the line, the editor or in this

case, the web editor may have little investment in the final

product. If web editors can ask reporters for source materials,

such as documents and taped interviews, they face the challenge

of creating a presentation that was not grown up in an online

medium. This kind of storytelling in effect deconstructs a story

and presents the whole as well as its parts. It can require

several hours to produce one story like this online, and the

outcome is a story that might be different than one produced by a

web editor involved with the reporter in the beginning. The final

web content may depend on the employee structure the organisation

has in place for its newspaper and web site. (DeJean, 1995).

The content that makes it onto a newspaper site might be only

part of what the print edition offers that day, which is a

process recommended by the online editor of The Christian Science

Monitor (Regan, 1995). Singer (2001) print editions ran more than

twice as many stories as their corresponding online editions,

both the stories selected from the print edition to be posted

online and the elements such as photos and graphics selected to

go with those stories undergo some kind of gatekeeping process to

determine whether they will move from the print medium to the

web. Gatekeeping, one of the oldest mass communication theories,

has interesting implications for online media a strong local

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orientation of online newspapers, which makes sense considering

that staff writers would produce most of the content about a

newspaper's metropolitan area. A newspaper might find it

relatively simple to post wire stories from the nation or region,

but its local content is the product that other news sources do

not offer.

2.5 BENEFITS OF DIGITAL ONLINE NEWSPAPERS ON PRINTED VERSIONS

Online Newspaper, also known as a web newspaper, is a newspaper

that exists on the World Wide Web or internet, either separately

or as an online version of a printed periodical. Of course, some

organisations also provide digitalised versions as online version

of their printed newspaper, and their many formats used for

digital online version, such as PDF, Flipbook, etc. With the

development of high technology, more and more people can get

information through super-fast wireless internet and high-end

devices such as iPad, iPhone, Android mobile devices. People

always strive for convenience, it is very convenient and they

will prefer if they can read a morning newspaper on a tablet.

Therefore, if you are a newspaper publisher, publish an online

newspaper using online newspaper software is a very good strategy

to get more readers.

(Dibean & Garrison 2001; and Singer 2001; and Kirsner 1999)

outline the digital online newspaper advantages over the printed

version.

2.5.1 Faster dissemination of information

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You can release the online edition of newpaper at the same time

when the layout of the newspaper completed. Eliminating the time

of printing and distributing that required for traditional

newspaper, make the newspaper more strong timeliness.

2.5.2 More widely coverage of distribution

Through the network, anyone who can connect to the Internet will

be able to read the information in the publications. Newspapers

are no longer an area distribution, but achieve the global

publishing.

2.5.3 Enhance interaction

Through online comments, e-mail, etc, information is no longer a

one-way propagation, virtuous cycle formed by the interaction of

readers and editors to promote newspaper continually development

and progress.

2.5.4 User accumulation and technical preparation for network

marketing of newspaper

Through gather of network user and related network marketing

practice, preparing for opening up new income mode for press

enterprise (such as do ads for customers in the online edition of

the newspaper, and change advert form from the simple static into

dynamic display.

2.5.5 Reader Statistics via Google Analytics

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Digitally published content offers a significant advantage over

hard copy publications in that circulation numbers can mean only

so much. Digital editions on the other hand offer an extensive

and immediate reflection of reader behaviour. No waiting for the

complication of statistics and reports.

2.5.6 Interactivity

The level of interactivity offered by a digital edition offers

the potential to create a much more involving experience for the

reader. Consider a video clip or YouTube video embedded into an

article as opposed to only an image. Readers can listen to audio

tracks which may be used for Interviews for example. Options

which allow readers to send feedback and comments on the

publication whilst also share with colleagues and friends.

2.5.7 Advertisers

Advertising continues to move towards more spend on digital

platforms all of which had the capability of creating real

results which are easily measured. In 3D Issue Professional and

Enterprise it is possible to create reports for advertisers based

on clicks on banners or pages of the publication. These figures

are good way to keep your advertisers coming back time and time

again.

2.5.8 Logistics

Digital Editions allow for the easy delivery of news immediately.

This could represent a very large saving on the amounts spent on

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delivering hard copy publications. The use of Digital versions

also opens up markets which would otherwise have been much more

expensive for readers to access.

2.5.9 User Experience

The provision of a digital edition creates a feeling of

satisfaction which we might say is derived from the association

with a hard copy publication, as the digital edition offers more

for the reader the level of satisfaction increases. So readers

are happier and publishers can provide new and engaging content

the capabilities offered by digital publishing is creating a

completely new arena for the news.

2.6 ONLINE NEWSPAPERS ON PRINT VERSION

Online newspaper or digital newspaper can let you get more

benefits than printed newspaper, Such as competing with broadcast

journalism in presenting breaking news in a timelier manner. The

credibility and strong brand recognition of well-established

newspapers, and the close relationships they have with

advertisers, are also seen by many in the newspaper industry as

strengthening their chances of survival. The movement away from

the printing process can also help decrease costs. (Singer, 2001)

Dixon (1998) argues that the reproduction of a print article

online without the permission of the author, even if the

originating newspaper is the reproducer, is a violation of the

author’s copyright. Thus, while the internet provides newspapers

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with limitless space for their content, the content they are able

to upload can be limited, which can lead to a lack of coverage on

certain topics.

This lack of content for the newspaper`s web versions could

prevent the newspaper`s sites from attracting readers. Because

newspaper`s profits for both print and online editions are made

mostly through advertising, the revenue of which is correlated to

the number of readers, the lack of content and thus the lack of

readership could result in newspapers not bringing in enough

online revenue to offset the cost of the Web ventures. The

newspapers could then lose more money than if they had remained

print-only, in which case the Internet would be having a negative

impact on the traditional print publishing industry. The Internet

may also be negatively affecting newspapers in several other

ways, including staffing and finances difficulties and increased

competition.

According to Williams & Nicholas (1998), to provide background

information for articles and current news stories, archives, and

to have a Web presence at all, newspapers may find themselves

choosing between hiring new staff members and splitting the

existing staff’s time between working on print and online

content. This staffing problem results in either increased

expenses to cover additional staff salaries or less content than

desired in each communication medium. In terms of competition,

the ease with which web pages can be created and the instant

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dissemination of online news enables smaller organisations and

freelancers to directly compete with larger news providers, while

on the newsstand, large and popular publications have a distinct

advantage.

In Journalism online: Exploring the impact of new media on news

and society,” Pavlik & Ross (2000) identify the benefits of

online news, including the ability to place news stories into

greater context by adding photo galleries, videos, and hyperlinks

to articles published online. The greater level of customisation

and localisation possible with the Internet is another benefit to

online news (Pavlik & Ross, 2000). A related benefit is the

ability for readers to more easily interact with and respond to

online news stories through reader forums, ratings, and reader-

uploaded content. All of these internet benefits could pose

threats to traditional print publications by giving online news

sources an advantage over traditional news sources, particularly

newspapers. However, these possibilities will likely not be

realised, at least on a widespread basis Yet circulation refers

to the number of copies distributed; readership refers to the

total number of people reading a publication, including borrowing

and sharing (Pavlik & Ross, 2000).

According to Williams & Nicholas (1998), Online newspapers have

unlimited space, this enables them to cover as many or few

articles as they choose, as in-depth as they want. They also have

the capability to hyperlink or connect to other related content,

25

as Pavlik & Ross (2000) also noted. Williams & Nicholas (1998)

define “value added,” also referred to as “added value,”

information and elements not contained in printed copy that take

advantage of the internet’s possibilities. “Value added”

information can include hyperlinks, archives, photo galleries,

and videos. An additional benefit is the ability to more easily

locate information in online newspapers than in newspapers’ print

editions.

Conhaim (2006) noted, though, that despite these benefits of

online newspapers over their print equivalents, the layout of a

print newspaper is still desired or at least thought necessary,

since papers “reproduce a facsimile of the hardcopy front page on

the web site, This feature of some newspaper`s online versions

could be an indication that the actual print format is of

importance to readers, and thus the format and even print

newspapers themselves may not suffer a complete displacement as a

result of the Internet.

The Northern Echo, the British regional newspaper studied by

Williams & Nicholas (1998), does not only reproduce its print

articles online, it takes advantage of the Web’s benefits to

provide background information for current stories, to maintain a

collection of stories related to specific long-term topics, and

to provide resources for its readers. However, many of The

Northern Echo’s current and past articles cannot be included on

the Web site because they are from the Press Association (PA),

26

and The Northern Echo does not want to antagonize the PA. This

situation highlights an “important point” about the Internet:

“the free public dissemination of information on the Internet

does not, of course, imply a surrendering of copyright, even

where the source is acknowledged” (Williams & Nicholas, 1998)

argued that the difference in content between a newspaper’s

print edition and its web presence could affect which version the

newspaper’s customers read; if readers are looking for specific

content that is only available in the print edition, the

newspaper may retain readers for its print edition longer than if

the same content were available in both versions.

For the current investigation, one possible avenue of inquiry

is newspaper`s readership when the same content is available in

the print and online versions compared to newspapers’ readership

when one version of the newspaper contains content that is

different from that contained in the other version.

The internet may also be negatively affecting newspapers in

several other ways, including staffing and finances difficulties

and increased competition, according to Williams & Nicholas

(1998). To provide background information for articles and

current news stories, archives, and to have a web presence at

all, newspapers may find themselves choosing between hiring new

staff members or splitting the existing staff’s time between

working on print and online content Williams & Nicholas, (1998).

This staffing problem results in either increased expenses to

27

cover additional staff salaries or less content than desired in

each communication medium. In terms of competition, the “ease

with which web pages can be created and the instant

dissemination” of online news enables smaller organisations and

freelancers to directly compete with larger news providers, while

on the newsstand, large and popular publications have a distinct

advantage.

Williams & Nicholas (1998) discuss ways in which the internet

may be negatively affecting newspapers, but they do not provide

evidence to support the argument that traditional print

publications newspapers and magazines are actually being

negatively affected by the internet. Filistrucchi (2005), in his

study “The impact of Internet on the market for daily newspapers

in Italy,” writes that “three substitution effects can be

expected”: one from people decreasing their newspaper readership

because they are spending more time on the internet in general,

one from people preferring to read news online, and the final one

from people preferring to read a newspaper’s online version over

its print version. Yet Filistrucchi only investigates newspapers

in Italy, so although the three substitution effects could also

be expected in the United States, Filistrucchi’s results cannot

be applied to South Africa without further investigation.

Conhaim (2006) argues that newspapers can overcome the rivalries

among existing competitors that, Ellonen (2006) mentions by

leverage competitive threats to their advantage. Several examples

28

of how newspapers can use competitors to their advantage are

provided by Conhaim (2006): newspapers can partner with web sites

that compete in certain areas, such as local shopping and real

estate or job listing sites; integrate user content into the

print and/or online newspapers; and train their journalists in

audio and video to take advantage of the full range of options

available on the web (Conhaim, 2006). The examples provided by

Conhaim are opportunities for newspapers to adjust to and compete

with the internet, and thus potentially limit the negative

effects of the internet on print newspapers.

Although the policies, regulations, and costs of print media

production and distribution may not appear to directly relate to

the current topic, the impact of the Internet on the traditional

print publishing industry they can affect newspapers and use of

the Internet and may lead to the Internet having a positive

impact on the print publications. For example, a print newspaper

may respond to high production and distribution costs by

expanding its online ventures in order to gain more online

advertising revenue and thus offset the costs of print production

and distribution. The cost of producing a full-color standard

page has been on a consistent decline since 1932 due to changes

in technology, but the cost of postage for a full-color standard

page has risen consistently since 1932 (Romano, 2002). By 2002,

printing costs had dropped from 180 cents in 1932 to 40 cents (a

78 percent decline in price), while postage costs had risen from

approximately one cent to 40 cents during the same time period (a

29

4,000 percent increase in price); thus, in 2002, the cost of

print and the cost of mail collided. Romano (2002) argues that,

if the cost of distribution increases at a rate that cannot be

sustained, some print buyers will seek alternatives. Newspaper

publishers may begin distributing more content on the internet,

switch to an internet-only model of distribution, or distribute

content via portable electronic reading devices. In such

scenarios, the decline of print media due to production and

distribution costs would actually have an impact on the Internet;

Web sites, both companions to print media and independent web

periodicals, would be benefitting from the cessation of the print

ventures (Romano, 2002).

This possibility adds a new angle to the study of the connection

between the rise of the internet and the supposed decline of

print media, as it suggests that the decline of print media could

be contributing to the growing popularity of the internet,

instead of the growing popularity causing the decline of print

media. Romano (2002) describes the factors contributing to the

rising costs of postage, but points out that although the

internet may seem free; it actually does have costs associated

with it .The cost of electronic distribution has been stated to

be one cent per person, but that cost does not include the cost

of the computer, hardware, software, and network infrastructure,

or the cost of access and other charges (Romano, 2002). Due to

these additional factors contributing to the cost of online

distribution, and the increasing cost of print distribution,

30

publications that distribute content via both methods could

possibly make less of a profit than publications that only

distribute through one of the methods.

Barsh & Miles (2000) also suggest the complementary nature of the

internet on traditional print publication such as newspaper.

Barsh, Lee, & Miles (2000) support web strategies that protect

publisher`s investments in print by offering complementary online

and print articles, images, and resources. These complementary

print and online offerings, in addition to special-interest or

niche publications, are able to help the newspaper publishers

stay in business, or even grow, according to Barsh et al. (2000).

They argue that each communication medium has its own strengths,

and a business that operates in both can have an advantage over a

business that sticks to only one. Barsh et al. (2000) do not

provide statistics or examples to support their argument

regarding the complementary nature of Web content and print

media, particularly their assertion that the complementary nature

could help publishers grow.

Spyridakis, Schultz,& Bartell’s (2005) study, “Heading frequency

and comprehension: Studies of print versus online media,” though

focused on investigating “heading frequency on comprehension and

perceptions of information”, suggests a difference in the level

of impact the internet may be having on scholarly or worldly

publications and publications of an entertainment nature. While

Spyridakis, Schultz & Bartell’s (2005) topic may not appear to

31

be directly related to the current investigation of online

newspaper on print newspaper publishing industry, its results do

have implications for the current investigation, specifically

that readers of print media have significantly higher

comprehension overall than online readers (Spyridakis, et al.,

2005).

Such a finding could be an indication that no matter how

prevalent the internet has or may become, print media may not be

completely displaced past studies and research have shown

headings to help readers process information and its importance.

Because studies have also shown that readers experience cognitive

overload and disorientation

In hypermedia environments, headings and other structural

organisers have been considered helpful in aiding readers’

processing of information by reducing the cognitive overload and

disorientation (Spyridakis, et al., 2005). Yet although both

online participants those who read texts online and print

participants who read print texts for demonstrated lower levels

of comprehension with high frequency headings, print participants

demonstrated higher levels of comprehension with all heading

frequencies than the online participants . Spyridakis et al.

(2005) summarise their results by stating, “It appears that

readers of print-based text comprehend more information

regardless of text design than readers of online text.

2.7 CONCLUSION

32

Online media have contributed to transforming media industries as

well as media audiences, globally, nationally and locally. The

Literature review from varies scholars studies the readers of

local and regional newspapers with online and print editions and

analyses how the audiences use and assess the two versions as

information sources, identity mediators and arenas of the local

public sphere. The findings suggest that although the younger

generations are moving online, there are social and cultural

differences between audience groups that make the transition from

print a risky and uncertain strategy for local newspapers. It is

generally the same socio-demographic groups that read both

editions; except for one critical dimension attachment to the

locality where they lived was shared by those preferring the

printed over the online newspaper. Studies reviewed in this

chapter demonstrated that though online newspapers complement

their print version but do no pose any threats to the

sustainability of print newspapers.

33

CHAPTE

R 3

RESEARCH METHODOLOGY

3.1 INTRODUCTION

Methodology comprises both the particular research methods for

the collection and analysis of data and the more general

epistemological perspectives upon which the methods are based

Research methodology is a way to systematically solve the

research problem. It may be understood as a science of studying

how research is done scientifically (Babbie & Mouton, 2007). The

chapter therefore studies the various steps that are generally

adopted by a researcher in studying the research problem along

with the logic behind them. It is necessary for the researcher to

34

know not only the research methods or techniques but also the

methodology. Finally the researcher presents the limitations of

the study and a conclusion of the chapter.

3.2 RESEARCH DESIGN

The study follows a descriptive research design, which is

concerned with the description of data and characteristics about

a population. The goal is the acquisition of factual and

systematic data that can be used in averages, frequencies and

similar statistical calculations. Descriptive studies seldom

involve experimentation, as they are more concerned with

naturally occurring phenomena than with the observation of

controlled situations. There are multitude tools available to the

researcher in descriptive studies such as case studies can

provide a detailed analysis of an event, while case series can

aggregate multiple cases in a single report (Babbie & Mouton,

2007).

Qualitative method is used for this study, the qualitative method

investigates the why and how of decision making, not just what,

where, when, hence, smaller but focused samples are more often

needed than large samples. In this study the researcher aims to

gather an understanding of how students from University of

Limpopo Turfloop Campus in Mankweng perceive the traditional

newspaper to their online version, their effects on each media

and the reasons that governs such behavior.

35

3.3 SAMPLE POPULATION

When conducting research, it is almost always impossible to study

the entire population that the researcher is interested in.

According to Crowman (2006) a sample is a subset of the

population being studied, it represent the larger population and

is used to draw inferences about the population. Non-probability

sampling will be used in this study; the participants are 20

registered students from different faculties of the University of

Limpopo Turfloop campus in Mankweng community.

3.3.1 Sampling technique

The difference between non-probability and probability sampling

is that non-probability sampling does not involve random

selection and probability sampling does. Does that mean that non-

probability samples are not representative of the population? Not

necessarily. But it does mean that non-probability samples cannot

depend upon the rationale of probability theory. At least with a

probabilistic sample, we know the odds or probability that we

have represented the population well. We are able to estimate

confidence intervals for the statistic. With non-probability

samples, we may or may not represent the population well, and it

will often be hard for us to know how well we have done so,

Trochim (2006). In general, researchers prefer probabilistic or

random sampling methods over non-probabilistic ones, and consider

them to be more accurate and rigorous. However, in applied social

research like this one non-probability will be used there may be

36

circumstances where it is not feasible, practical or

theoretically sensible to do random sampling. Here, the

researcher considers a wide range of non-probabilistic

alternatives. Trochim, (2006) also outlined some examples of non-

probability sampling.

3.3.2 Accidental, Haphazard or convenience sampling

One of the most common methods of sampling goes under the various

titles listed here. Included in this category the traditional

man on the street (of course, now it is probably the person on

the street) interviews conducted frequently by television news

programs to get a quick reading of public opinion. It is also

argued that the typical use of college students in much

psychological research is primarily a matter of convenience. In

clinical practice, we might use clients who are available to us

as our sample. In many research contexts, we sample simply by

asking for volunteers. Clearly, the problem with all of these

types of samples is that we have no evidence that they are

representative of the populations we are interested in

generalising to and in many cases we would clearly suspect that

they are not (Trochim, 2006).

3.3.3 Purposive sampling

In purposive sampling, we sample with a purpose in mind. We

usually would have one or more specific predefined groups we are

seeking. For instance, the students from the University of

Limpopo Turfloop campus from various faculties are to be sample.

37

Purposive sampling can be very useful for situations where you

need to reach a targeted sample quickly and where sampling for

proportionality is not the primary concern. With a purposive

sample, you are likely to get the opinions of your target

population, but you are also likely to overweight subgroups in

your population that are more readily accessible.

3.4 DATA COLLECTION

Bless, Higson-Smith, & Kagee (2006) describes data collection as

the process of gathering and measuring information on variables

of interest, in an established systematic fashion that enables

one to answer stated research questions, test hypotheses, and

evaluate outcomes. The data collection component of research is

common to all fields of study including physical and social

sciences, humanities, business, etc. While methods vary by

discipline, the emphasis on ensuring accurate and honest

collection remains the same. The study is conducted at the

University of Limpopo Turfloop campus in Mankweng, Limpopo. Focus

group interview is used to collect data from students whom are

the participants in this study.

3.4.1 Focus group interview

The study use focus group interview to collect data from the

participants hence it is a qualitative method, it seeks to record

down the behaviour and manner which the participants responds to

the research questions asked. Participants meet at an agreed

location to answer and interact with each other alongside with

38

the researcher who takes notes and record the responses from

individual participants. Focus groups were originally called

"focused interviews" or "group depth interviews". The technique

was developed after World War II to evaluate audience response to

radio programs (Bless, Higson-Smith, & Kagee, 2006). Since then

social scientists and program evaluators have found focus groups

to be useful in understanding how or why people hold certain

beliefs about a topic or program of interest. A focus group could

be defined as a group of interacting individuals having some

common interest or characteristics, brought together by a

moderator, who uses the group and its interaction as a way to

gain information about a specific or focused issue.

A focus group is typically 7-10 people; these are the students

who are unfamiliar with each other from different faculties.

These participants are selected because they have certain

characteristics in common that relate to the topic of the focus

group. The moderator or interviewer creates a permissive and

nurturing environment that encourages different perceptions and

points of view, without pressuring participants to vote, plan or

reach consensus (Krueger, 1988).

3.5 CONCLUSION

This Chapter described and justified the choice of the research

design used in the study. The researcher outlined the scope of

the research which was intended. It is of the duty of the

researcher to outline methods to gather and collect data hence

39

this will enable the success of the study in terms of accurate

data which would have been collected and the above mentioned

steps would have been followed during the course of the study.

The study continues with the analyses, representation and

interpretation of data in chapter four.

CHAPTER 4

DATA PRESENTATION, ANALYSIS & INTERPRETATION

4.1 INTRODUCTION

The chapter present, analyses and interpret the collected data,

and answer to the research questions. This study attempts to

answer the major research questions such as, what are the new

challenges newspaper consumers perceive? How they cope with them?

what they need in order to improve their situation and the

effects of online newspapers on their print version. These are

some of the major questions; this study tries to find answers of.

It was conducted at the University of Limpopo Turfloop Campus,

Mankweng. The goal of the research is to study the issues,

expectations on online newspapers on their print counter parts in

terms of content difference and in the forever changing world of

40

technology regarding the dynamics of the global internet

transformations in all spheres of print newspapers and online

newspapers.

4.2 INTERPRETATION AND ANALYSIS OF THE GATHERED DATA

Figure 1. Preferences between online versus print newspaper in

terms of the articles or stories presented.

7

33

7

MALE STUD.ONLINEFEMALE STUD.ONLINEPRINT MALEPRINT FEMALE

RESEARCH QUESTION 1: The first research question asked whether

which copy between online and print version was more preferable.

The operational measure for this question was a comparison

between online newspaper stories and print newspaper stories, of

the twenty participants that were asked seven Male student (35%)

prefer the online version, three Female Students (15%) prefer

online newspapers in terms of stories, three Male Students(15%)

preferred Print Newpaper stories and seven Female students

41

(35%).The stories that are on the online newspaper had

differences compared to the same one on print version, stories

online have been rewritten, updated, or use a different version

of a story found on their print counterpart. A small percentage

of stories differed in content between the two media. Although

the texts of stories are substantially the same in all but a few

cases, a larger percentage ran under different headlines in print

and online.

Stories online had different headlines than their print

versions. When asked to consider the readability of print

newspapers and online version, respondents most frequently ranked

the online newspaper as “one” (most easy to read) and print

newspapers as “two” (least easy to read). However, when asked to

describe why they do or do not use each medium and what they like

about each medium, the respondents provided some additional

perspective on the topic. According to the respondents,

newspapers are difficult to read due to their bulky and

cumbersome format; the small font of newspapers is difficult to

read; and online newspaper reading produces physical effects,

including discomfort in the eyes and body, blurred vision, and

headaches. Ten participants (males & females) would prefer to

read a lengthy article online and only ten participants (three

males & seven females) would prefer to read a lengthy article in

a print newspaper.

42

RESEARCH QUESTION 2: The second research question asked whether

contextual elements differed between the two media.

The twenty stories that appeared both online and print (Sowetan),

seven (35%) stories had contextual elements in both media

including the front cover stories, pictures and headlines. In

four (20%) of those cases, the stories shared at least one

element between the media, whether it was a picture or other

contextual element. The remaining nine (45%) stories had unique

elements in each medium, whether it was a different photo or

other traditional element or the use of online-only elements that

the newspaper could not reproduce in print. The table below

expands the comparison of contextual elements between print and

online stories or articles.

Figure 2: Comparison of contextual elements between print and online stories

Element comparison percentage FrequencyLacking contextual elements 20% 4One contextual element common 35% 7All elements different 45% 9TOTAL 100 20

Research Question 3: The third research question asked whether

the amount circumstantial/appropriate elements published with

stories by journalists in both online and print differed from

stories by other sources?

43

The participants responded that stories written by journalists or

staff members alone far outnumbered stories from any other

source, hence newspapers such as Sowetan, The Star and Sunday Times,

stories from the staff journalist contribute more to the paper

than stories from outside sources though data analysis did not

reveal any significant relationships between journalist or

reporter affiliation and the structure published with the

reporter’s story. When stories where house journalists

collaborated with other sources are also considered, more stories

on the front and metro section pages carried the reporting of a

staff writer, but the distinctions were necessary because in a

number of cases, journalists contribution to a story seemed to

amount to a few sentence or paragraphs added or inserted to

localise a story from another in both media.

Research Question 4: Does internet play an important role in

enhancing both media in terms of consumption?

According to Nguyen & Western (2006) traditional media

(newspapers) and the internet can coexist and serve complementary

roles a theory supported by the gathered data from the study.

Thirteen participants reported their print consumption had

changed explained they use trustworthy newspapers such as the Mail

&Guardian and Sunday Times to verify information, read headline

stories online but the features and editorial in newspapers and

reference print for in-depth coverage, but the internet for

breaking news and updates.

44

Five participants both male and females respondent yes, their

declining use of print media (newspapers) for news from high

school to university and their increase use of the internet for

news from high school to tertiary level appear to indicate

displacement, but likely it is not complete displacement since

the majority of the participants still use all three

communication media for news.

Two participants said both yes or no, they would read the print

edition if the web site and print edition were published at the

same time each month. Yet when respondents were asked to rank the

online and printed version newspaper according to overall

preference, while the online version (internet) was most

frequently ranked “one” (most preferred). Such seeming

inconsistencies could indicate that consumer`s choice of

communication media goes beyond single issues or even overall

preferences to encompass a wide range of factors. At present, the

main benefit of operating in both venues seems to be increase

brand awareness among consumers, which can lead to increased

readership, loyalty, and advertising revenue.

RESEARCH QUESTION 5: Why readers use of print media (newspapers)

not being completely displaced by the internet which complement

the online version including cost, format, advertising and

content?

The complementary nature of print newspaper and their online

version is not obvious. Although of the twenty participants both

45

male and females, eight respondents reported they were likely to

read both online and print content if the publication offered

different content in each medium, three participants they

unlikely to do so, nine participants including both male and

females prompted by the content on an online version of the

newspaper to purchase and read the corresponding newspaper. Yet

while the internet website newspaper may not be effectively

directing consumers to print edition, however the print editions

appear to be slightly more effectively directing readers to their

internet websites. Cost was indicated as an important factor by

respondents, and it is also an important factor to publishers

when deciding whether to publish online, in print, or in both

formats.

Advertising appears to be more effective in print newspapers, of

the twenty participants including both male and female, six

(females) and four (males) participants have purchased a product

or used a service that was advertised in a newspaper while three

(males), two (females) participants have purchased a product or

used a service that was advertised on the Internet (online

newspaper). Despite five participants of respondents having

purchased a product or used a service that was advertised on the

online newspaper, the Internet does not appear to be the most

cost-effective media from the publisher`s perspective.

RESEARCH QUESTION 6: The sixth research question asked if they

would still subscribe to a print newspaper if it were to become

46

internet-exclusive? (But retaining the current content,

publication schedules and prices).

Of the twenty participants, a majority of respondents (seven

males & five females) replied “NO”, they indicated that they care

about the communication media themselves, that readers are not

willing to pay for the internet content, and that readers expect

online content to be updated more frequently than print content.

In the long run, though, if publishers are able to charge for

their online content without losing their readership, they may be

able to become more profitable in both venues, or at least

overall.

RESEARCH QUESTION 7: Which newspaper publishers whether online or

print is preferable in terms of accuracy, content, price,

features and design?

47

SOWETAN MAIL & GUARDIAN SUNDAYTIMES THE STAR0

1

2

3

4

5

6

7

8

NEWSPAPERS

Figure 3: Shows the preferred newspaper publisher.

According to the respondents seven preferred Sowetan print and

online newspaper reason stated being it appeals to them in terms

of the language use and the stories presented are local news

published in the Sowetan newspaper. Four respondents preferred

the Mail & Guardian as their source of news they describe the

publisher as trustworthy in terms of news reporting, accurate

content and news about current affairs though they mentioned the

price that comes with it as being expensive and regarded it as a

top quality national newspaper.

Three of the twenty participants sided with the Sunday Times

newspaper which was founded in 1906, which is also a popular

South African sunday newspaper. It has an audited circulation of

504,000 and a weekly readership of 3.2 million, making it the

48

largest weekly newspaper in South Africa. The respondents showed

interests in the stories which are of national and international

interests, previously it was involved in exposing a corruption

scandal involving the South African government's US$6 billion

arms deal, such stories about corruptions matters to them and

that the Sunday Times newspaper is good in covering stories of

government corruptions. Six participants referred The Star

newspaper for the consumption of news emphasising that with The

Star E-dition, you can read The Star online in its true printed format

from anywhere in the world. The E-dition is enhanced with the

latest digital tools, including RSS feeds, social networking,

blogging and much more it covers more stories from urban areas.

4.3 COMPARISON OF THEORIES WITH THE DATA

According to Nguyen & Western (2006), as well as Ellonen (2006),

traditional media such as newspaper and the internet can coexist

and serve complementary roles, a theory supported by the data

from this investigation. Some respondents who reported their

print consumption had changed explained they use trustworthy

newspapers such as the Mail & Guardian, Sowetan and The Star to verify

online information, read headline stories online but the features

and editorials in newspapers and reference print newspapers for

in-depth coverage but the internet for breaking news and updates.

Respondent`s declining use of print newspaper for news from high

school to tertiary and their increasing use of the Internet for

news from high school to tertiary may appear to indicate

49

displacement. As Nguyen & Western (2006) argued, though, it is

not a complete displacement, since the majority of the

respondents still use all three communication media for news.

4.3.1 Postmodern perspective: new society, new media environment

In terms of content, market orientation and commercialisation

rules. New genres such as infotainment, talk shows and reality

television are being produced, all of them blurring the

traditional distinction between information which is news and

entertainment, thus it makes it hard and difficult for people in

society to acquire news hence they are always entertained by this

new media shows, the internet offers another option for people to

read news stories online instead of going out to get the same

copy of the story in print version (Jacka, 2003).

4.3.2 The Social Responsibility theory

In terms of how newspapers report their stories to the public,

these newspapers should accept certain responsibilities towards

society, they must avoid publicising information that can lead to

crime, violence or social disruption, as well as information that

can offend ethnic or religious minorities ( McQual,1987). The

gathered data from the neither respondents nor participants

emphasise that the newspaper should fulfil their responsibilities

mainly by setting professional standards with regard to the

50

supply of information and truth, accuracy, objectivity and

balance of their reporting of stories be it online or print.

4.3.3 The Libertarian theory

The media should be free from government control and government

influence, and there must be a free market for ideas and

information (Roelotse 1996:52). By studying the data from the

twenty participants the majority of them have access to the

internet but have less access to the online versions of the print

newspaper hence the theory summons that publication and

distribution should be accessible to any individual or group

without a permit or licence, there should be coercion to publish

anything and no restrictions should be placed on the acquisition

of information through legal channels, there should be no

restriction on the export and import of information across

national boarders.

4.4 CONCLUSION

The responses to this investigation’s survey questions have

highlighted both the advantages and the disadvantages of print

newspapers and online newspapers. Although respondents or

participants consider print newspapers to be the most trustworthy

but which the online version complement the print, they expressed

strong opinions about the messiness of the ink, the cumbersome

aspect of the size, and the boring visual nature of print

newspapers. With print newspapers around facing the internet

epidemic, newspaper publishers may want to change to better

51

please consumers by switching to a smaller format, a different

paper and ink combination, and a more visual formats.

CHAPTER 5

FINDINGS, RECOMMENDATION & CONCLUSION

5.1 INTRODUCTION

The previous chapter dealt with analysis and interpretation of

data obtained by way of focus group interviews and

questionnaires. In this chapter, the findings from both the

literature review and the empirical investigation on the effects

on online newspapers on the printed version will also be

presented. The recommendations that will serve as guidelines to

assist newspaper publishers to maintain and sustain their

publications whether online or print. The survey conducted for

this investigation does indicate that changes have occurred in

readers or consumer’s communication media use, and even their

expectations for communication media, as a result of their

adaption of the internet. However, the changes are not

necessarily negative, as some previous studies may have suggested

or implied.

5.2 FINDINGS

In light of the literature review and responses from the focus

group interviews, research findings will be presented in both

categories namely, findings from the literature and those from

the focus group interviews and questionnaire.

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5.2.1 Based on the research the study provides the following

findings:

Newspaper publishers need to provide more training to the

ordinary citizens especially people from the age group of 35

and above on how to access their online versions of the

print on the internet via mobile gadgets and personal

computers.

For improvement in consumption of both print and online

newspaper, the internet does not destroy print newspapers

but bring in new ways of communication. Publishers must make

use of this tool to enhance their print editions to online

editions.

Publishers of content, the responses indicate benefits to

operating in both a print and an online venue, with the

print edition and web or online offerings complementing not

merely duplicating each other.

Operating in both print and online seems to increase brand

awareness among readers/consumers, which can lead to

increased readership, loyalty, and advertising revenue. In

the long run, though, if publishers are able to charge for

their online content without losing their readership, they

may be able to become more profitable in both media, or at

least overall.

5.3 RECOMMENDATIONS

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The recommendations included in this chapter are designed to

improve print and online newspapers individually, as well as

collectively, resulting in more effective news delivery and a

more informed society in the future. The research study has

identified a symbiotic relationship between print and online

newspapers; by complementing each other.

5.3.1 Recommended Improvements

To ensure that both print and online newspapers are successful in

the future and work together to make each other stronger,

improvements have to be made to both content and presentation the

two main driving forces behind increasing readership. Newspaper

publishers should try to enhance the advantages and eliminate as

many of the disadvantages as possible for each medium.

In addition to making individual changes to each medium, having

both print and online newspapers work together can help

complement what each lacks by itself. Stronger connections

between print newspapers and their online counterparts need to be

established. This development has started happening at newspapers

like the Sowetan and the Sunday Times to mention a few.

5.3.2 Content improvements

a. Print newspapers should provide stories with “go and do”

information that require readers to go to the paper’s online

site. For a print newspaper to feel worth the cost, stories

should have more “go and do” information at the end of each

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article. Online stories have a multitude of sources that link

articles to various videos, links, blogs, etc. that contribute to

their popularity. Print newspapers do not have this, so they need

to include something that will allow the reader to do more than

just read the paper.

b. Print newspapers should provide stories that have multimedia

versions of the story on the paper’s online site. In light of the

previous suggestion, to create a symbiotic link between print and

online newspapers, print newspapers should have information as to

where readers can see the video or hear the audio clip that

accompanies a related story online. This is particularly

significant for stories of tragedy being in the moment after

receiving the facts from the newspaper would allow the reader to

feel more connected to what they’re reading and thus invest more

in the stories.

c. Online newspapers usually include national stories there

should be links to the more “localised” story that is found in

print newspapers. One of the changes readers want from print

newspapers is more community news. While of course not every

national story can have a more “hometown angle,” having a story

with this angle would allow newspapers to better differentiate

themselves. Many major newspapers cover the same national news.

To become more “competitive” and be successful, a “hometown

angle” would help them move towards increasing readership and

interest in news. While it is true that generally people do not

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have as much time to read print news stories, which are usually

more in-depth, having a more human interest angle could entice

people to pick up a print newspaper during free time and instead

use online newspapers for the quick facts.

d. Online pages should have one or two print stories that they

“push.” On almost any online news site, there is often a large

section of the page taken up by one story or a clearly

predominant image or story. These are stories that online

newspapers seem to want to “push” on its readers based on its

prominence and importance. If the story is bigger and more

colorful, readers will be drawn to it and think that the story is

more significant. Whether these stories are actually important is

debatable, but this technique of “pushing” or subtly suggesting

stories of importance is a good one. Online newspapers should

push one or two stories they consider significant in their

respective print publications.

e. Print stories should direct people to related blogs. A

negative aspect of print newspapers is their lack of immediate

interactivity with their readers. If print stories were to

indicate where to find related blogs for immediate discussion

after reading the article, this would help link interactivity to

print newspapers. Also, by having print newspapers direct readers

to specific blogs, this would potentially eliminate skeptics who

may wonder whether a blog is legitimate.

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f. Letters to the Editor for print stories should be submitted

online. Letters to the Editor for print newspapers are a slow way

of communicating with a paper’s writers and editors. However, if

they are done electronically, readers feel a sense of having

taken initiative in a way that seems more immediate than writing

a letter. By having a “Letters to the Editor” section online for

print stories, this also allows print newspapers to publish much

more recent letters, in particular, if they are daily

publications.

5.4 CONCLUSION

This study does not seem to support the view that the printed

newspaper risks going the way of the dinosaur due to the growing

popularity of the internet newspaper. Although the internet

newspaper might be presenting considerable competition to the

printed newspaper but they enhance the printed versions.

Newspapers all over the country have begun taking steps, some

bigger than others, to ensure their survival and continued

relevance. Many have turned to the readership institute, and they

have become increasingly aware of the significance of reader

manners and preferences in the rapidly transforming media world

of print and online newspapers. The research has culminated in a

series of feasible and practical recommendations that both

respond to such behavior and preferences, and maintain

journalistic integrity. If print and online newspapers listen to

their readers and adapt to the changing technological multimedia

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world, the future looks hopeful for them. The objectives of this

research study have been met as they have been outlined. The aims

of this research have been identified and related to the need for

complement in each media.

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