Abstract
Synergies between print and online activity in the newspaper industry are not fully understood. Nor is their influence on newspaper circulation rates. Both issues are investigated using data from a small survey of regional newspapers. In particular, we show how cross-media synergies for print and online interaction can be estimated against a simple conceptual model. Also how different combinations of cross-media exposure can be identified. Interestingly, the study reveals that synergy is complementary and positively impacts on circulation rates.
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