Using “New” Media to Get “Old” Media Coverage

The Internet is often viewed as a replacement for “old” modes of communication, a tool used by news seekers, including public officials, to bypass traditional news media. However, the authors show that the arrival of this “new” media has not caused officials to forsake journalists and abandon traditional media. Instead, they are utilizing theWeb as a new method for seeking coverage from the old media. By conducting a content analysis of the official Web sites of every member of the U.S. Congress, the authors reveal that about three-quarters of these legislators explicitly employ their site to try to attract journalists and traditional reporting. In addition, the authors examine the types of features that are included to make congressional Web sites “media friendly” and the extent to which each of these is used by members. Finally, they discuss some of the factors that explain the variance among legislators in regard to their use of Web sites for this purpose.