Abstract
Technology developments, especially internet, are dramatically changing the distribution of goods and services. This change is especially evident in the newspaper industry, where changes in access, production and circulation of information emerged. Conventional newspaper editors recognised the advantage of internet as a new media and provided readers with online formats. Due to new technology, news reaches the market faster than before. At the same time, the costs of information distribution are decreasing. Moreover, there are many opportunities for further online newspapers proliferation associated with direct contact and interaction with readers. This paper presents the logical continuation of the exploratory research among student population in Croatia, findings of which were presented on the CIRCLE Conference in 2009. The field research for the purpose of this paper was conducted among postgraduate students at the Faculty of Economics and Business in Zagreb. The main purpose of this paper was to explore whether there are significant differences in online newspapers reading behaviour regarding demographic variables and motives for reading online newspapers. Moreover, the paper will give a brief overview of the online newspapers market in Croatia. The research instrument was a questionnaire containing questions related to frequency, time of day, duration and motives for reading online newspapers contrary to conventional ones. Statistical data analysis was done using SPSS 17.0. The findings suggest that there are differences in reading behaviour regarding demographic characteristics of the respondents and motives that motivate respondents to read online newspapers. Research findings will be of great importance to newspapers editors in understanding preferences of readers and consequently, developing online newspapers strategy. Further on, the findings could benefit all parties included in the process of information dissemination, primarily advertisers.
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