Research by O&O suggests internet users tend to snack on news across a large number of different sites (newspaper, TV and news aggregator sites) with many users remaining loyal to their favourite newspaper in print form.
We believe internet news consumption is not a straight substitute for traditional print readership (many people continue to do both) and that multiple consumer offerings, with different levels of quality and price points will eventually lead to a healthier multi-platform national newspaper sector than today, investing more in new content generation – not less.