Abstract
Migrating from print to online media has been a difficult, financially unsuccessful endeavour thus far for most media organisations. The lack of a consistently reliable revenue stream and failure to satisfy information needs are two major reasons why. Of concern is displacing existing revenue streams with a new medium. This study, the first to look at industry trade publishing on the internet, is an attempt to find out whether recipients of daily email news updates from furniture industry trade publication Furniture/Today spend less time with the weekly print edition. To find the answer, 678 recipients via email of FurniturelToday's eDaily news update each morning were surveyed in March 2001. The study puts to an empirical test the principle of relative constancy, which theorises that consumers spend a relatively fixed amount of money on and time with media.
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