온라인뉴스와 종이신문의 대체관계에 관한 실증연구

초록

The purpose of this paper is to find out whether there is substitution between internet media and daily newspapers. Using consumer survey data and econometric models, we estimate how much time spent on reading printed newspapers has schanged after on-line news has been introduced. Empirical results show that respondents on average spend 19.5% less time on reading printed newspapers and a half of the shortened newspaper- reading time can be explained by the diffusion of the Internet. While there is a strong substitution relationship between internet media and daily newspapers, there is a complementary relationship between printed newspapers and their respective on-line edition newspapers. Therefore, the substitution between interent media and daily newspapers can be found only in competition between news services provided in portal sites and daily newspapers. The substitution relationship implies that on-line news should be included in a broad definition of the newspaper industry. Therefore, this study suggests that regulation agencies should redirect and reestablish competition policies in the newspaper industry.

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