Consumers and advertisers in the electronic marketplace: Implications for newspapers and other media

Albert E. Gollin

Telecommunications Policy, 1981, vol. 5, issue 3, 171-180

Abstract: In the context of economic challenges faced by US daily newspapers, the author considers the potential of electronic information media. Despite the demand anticipations of system designers and operators, little is really known about consumer response to the media. Following an analysis of the strengths and weaknesses of the marketing ideology underlying the supposed demand for new home information services, it is stressed that the rate and degree of penetration, determined by what consumers and advertisers will be willing to pay, will be evolutionary rather than revolutionary. The author concludes that such media will gain slow and restrained acceptance in the light of social, economic and psychological constraints.

Date: 1981
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