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In the current Internet environment, media must not only compete with one another but with a host of newcomers, including online companies with no traditional media ties and a variety of other entrepreneurs. To what extent do the media reflect their traditional strengths and features? Furthermore, since the Internet allows for two-way communication, which of the media are taking advantage of this feature to connect with their audiences? This paper reports the results of a content analysis of 422 websites associated with local newspapers, radio stations, and television stations in twenty-five of the largest metro markets in the United States. Results show that each medium (including newspaper, radio station, and television station) has a relatively distinctive content emphasis, while each attempts to utilize its website to maximize institutional goals. Market size is found to be a relatively unimportant factor in shaping the content of these websites, but media type helps explain how these websites are differentiated.
Lin et al. (Sat,) studied this question.