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Dayparting is (mainly) an old concept used by television stations that show different programs at different times of the day. These distinctions are based on the usage patterns of the television audience. Dayparting exists in many broadcast media and is profoundly changing the makeup of programming and advertising campaigns. Two 2003 studies found that these dayparts are also applicable to the online media. On the Internet, the breakdown looks like this: In the morning users want to read their e-mail and consult the news, during the afternoon at work use slows down and entertainment becomes more important (e.g., checking movie times, downloads, online games). In the evening, users switch to goal-driven mode and start looking for cars, jobs, and other products (e-commerce and online shopping). This article examines dayparting as a new online concept and its potential for news sites and online newspapers, and discusses some examples and possibilities.
Hans Beyers (Wed,) studied this question.
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