A Comparative Analysis of Newspaper, Radio Stations and Television Stations Content and

Design of Websites

Paper to be presented at AEJMC, RTVJ Division

August, 20007
Running Head: A Comparative Analysis of Traditional media websites

Abstract

For many years, the visual distinction between print and broadcast mediawas clear,

however the Internet and multimedia have almost completely dissolved the boundaries of

traditional media on the web. The purpose of this research is to examine the content and design

that contribute to the evolving visual convergence format of web newspapers, radio station

websites and television station websites. A content analysis of 282 web newspapers, 112 radio

station websites and 128 television station websites found that while news media have increased

their presence on the web, they are still working to move beyond imitation of format and

repurposing content from traditional media. All media have improved in the design and

presentation of their content however, limited audience interaction to mostly email, and few

provided streaming or even downloadable media content. Data indicate few distinctions in the

format of content and design across news mediawebsites and, sameness to the format of content

and design of websites within media type, though some variation occurred with respect to network

affiliation, station format, market rank and circulation size.

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Running Head: A Comparative Analysis of Traditional media websites

For many years, the visual distinction between print and broadcast mediawas clear,

however the Internet and multimedia have almost completely dissolved the boundaries of

traditional media. Further, the visual presentation and style of content encompasses the blending

of both structural and graphic elements across media that converge beyond those typically

restricted to traditional media. The unique attribute of the web is that no one medium becomes

obsolete per se, but rather old media converge with technology to become new, or to coexist in a

new form. However, while the web was originally thought to be an alternative, innovative and

engaging new outlet, it is possible that just like traditional media, media logic has penetrated the

content and visual presence of traditional media websites. Thus, it is the purpose of this study to

see if specific content and design is distinct to this evolving visual convergence format of web

newspapers, radio station websites and television station websites or if sameness in design and

content exists.

Literature Review

Research has looked at how users have adopted online news websites and how they interact

with these websites (Chyi & Lasorsa, 1999; 2002; Dutta-Bergman, 2004; Ha & Chan-Olmsted,

2004; Moody, Greer, & Linn, 2003; Stempell & Hargrove, 2004; Tewksbury, 2005; Vargo,

Schierhorn, Wearden, Schierhorn, Endres, & Tabar, 2000; Tewksbury, 2005; Wu & Bechtel,

2002). For now, at least, these websites were not seen as a substitute for traditional media, rather

users sought these websites to add or supplement existing information (Chyi & Lasorsa, 1999;

2002; Dutta-Bergman, 2004; Li, 2001; Moody, et al. 2003; Stempell & Hargrove, 2004;

Tewksbury, 2005; Vargo, et al. 2000; Wu & Bechtel, 2002). Although the majority of people

surveyed had access to the web, they still sought traditional media for local news and information

(Chyi & Lasorsa, 1999; 2002; Li, 2001, Peng, et al., 1999; Stempell & Hargrove, 2004; Wu &
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Running Head: A Comparative Analysis of Traditional media websites

Bechtel, 2002). Most readers reported seeking information online mostly for national news (Chyi

& Lasorsa, 1999; 2002; Li, 2001; Wu & Bechtel, 2002). However, Li (2001) found strong

competition exists between electronic newspapers and television news. Readers also responded

that given the same content and ease of accessibility for both versions of the newspaper, they

preferred print. Respondents also chose the headline-plus-deck option because of the summary

length (Chyi & Lasorsa, 1999; 2002; Peng, et al., 1999). Vargo, et al. (2000) found readers had

mixed feelings regarding length of stories either too long or too short. If readers were interested in

the story, findings showed they would follow the link to read the remainder of the story regardless

of the length.

Research also found that the majority of usersthink online news still lacked development

of web-specific features such as chats and forums, searchable databases, real-time data

transmission, hyperlinking, and multimedia presentations (Chyi & Lasorsa, 1999; 2002; Li, 2001,

Peng, et al., 1999). Moody, Greer and Linn’s (2003) survey of Internet NPR users found two types

—those who seek straight information and those who sought interactive dynamic content such as

listening to a show previously broadcast on-air. Ha and Chan-Olmsted’s (2004) cross-media

analysis of Internet users of cable and television station websites found younger audiences online.

However, many reported an unwillingness to download extra software to view or interact with

content. Dutta-Bergman’s (2004) survey of Internet users found that individuals interested in

specific content would seek out information in traditional and online media in the same content

domain. Similar to Dutta-Bergman, Tewksbury (2005) found a parallel development of outlet

specialization and the users of websites visited were fragmented along specialized content based on

demographic characteristics of site visitors.

Some research has examined the content and interactive features on media websites (Bates,

et al., 1997; Chan-Olmsted & Park, 2000; Choi, 2004; Dibean & Garrison, 2001; Greer &
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Running Head: A Comparative Analysis of Traditional media websites

Mensing, 2004; Kiernan & Levy, 1999; Li, 1998; Lin & Jeffres, 2001; Lind & Medoff, 1999;

Lowrey, 1999; Peng, Tham, & Xiaoming, 1999; Pitts, 2003; Pitts & Harms, 2003; Randle &

Mordock, 2002; Ren & Chan-Olmsted, 2004; Tewksbury, 2005). In an early content analysis by

Bates, et al. (1997), television station websites did not provide many links to other media sites or

much by way of local news and information and in-depth information about stories broadcast on-

air. Websites were also limited in weather and sports content and mostly highlighted local

programming. Websites were lacking in design and made little use of audio and video. Content

was mostly available on sub-pages within website or links to other websites. Beyond email, other

forms of interaction included search engine of website, forms for feedback, and the ability to

customize news based on user profiles.

At the time of Li’s (1998) research, text information was the dominant content on

newspaper websites and limited use of technology. Lid did find that web newspapers were starting

to present news and information beyond the confines of atraditional newspaper format such as a

hybrid of graphics, photos, and text on the homepages of websites and inner pages were mostly

dominated by text. Peng, Tham, and Xiaoming (1999) found webnewspapers presented news and

information based on one of four design styles—traditional newspaper format modified to fit the

computer screen, text and graphics in addition to directories (links to newspaper sections),

headlines plus text and directories, headlines plus directories, or directories only. National and

metropolitan papers mostly followed the traditional newspaper format modified for the computer

screen, while local papers mostly adopted the directories only format. Peng et al. also found that

by publishing online, newspapers could provide more services to readers such as an archives of

past stories, searchable classified ads, forums and chat mechanisms, as well as email between

readers and news staff.

Kiernan and Levy (1999) found little evidence to support the theory that competition
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Running Head: A Comparative Analysis of Traditional media websites

among commercial television stations influences the content on their corresponding websites.

They also did not find a correlation among station financial resources, market rank or network

affiliation. Kiernan and Levy suggest that the lack of relationship might be due to no competition

journalistically among the websites; rather websites were merely an extension of the broadcast

station. It is also possible that websites sponsored by broadcast stations were new so that at the

time of their research, there was no competition among websites, rather the push to have a website

was more “the vision of a key station official with an interest in the Internet” (p. 277).

Lind and Medoff (1999) found a wide range of content on radio station websites, yet few

provided much by way of audio streaming and downloadable audio files. Communication with

listeners was facilitated through forms and email, however radio station websites seldom made use

of chats or forums. In 2003, Pitts and Harms (2003), found that not much had changed. Less than

half of the radio station websites were providing live streaming, interaction was limited to email

and the posting of station phone numbers, few provided live chats or forums or the opportunity to

engage in conversation with on-air personalities.

Lin and Jeffres (2001) compared newspaper websites, radio station websites and television

station websites in U.S. metropolitan areas to see if market type and market size had an effect on

content, communication and technical aspects of these websites. Overall, they found media type

and market size had little impact on the depth of coverage and content features presented on these

websites, except in larger markets that had more advertising dollars sponsoring their sites. Lin and

Jeffres also found web newspapers lacked design and presentation of content, television stations

lagged behind in diverse content, and radio seldom featured news content. Radio station websites

however, provided more streaming audio than web newspapers and television station websites.

Dibean and Garrison (2001) conducted a longitudinal content analysis of six web

newspapers between the years of 1998 and 1999. Dibean and Garrison found the most prevalent
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Running Head: A Comparative Analysis of Traditional media websites

technologies on these websites were used for consumer services, email and related information for

stories. In just under a year they also found growth in electronic commerce and a decrease in plug-

in technologies and Java applets. Greer and Mensing (2004) also conducted a longitudinal analysis

of web newspapers from 1997 to 2003. They found web newspapers were offering more content,

multimedia, interactivity, and revenue sources in large circulating newspapers, however small

newspapers still lagged behind. Primary news content was local in focus with some increase of

national news content and websites were starting daily updates of content. Content was also

starting to be accessible on homepages not just within pages of site, headlines and leads were also

presented on homepages along with a mix of news and site information on the homepage,and

news archives.

Chan-Olmsted and Park (2000) found limited communication and transactional structures

on television station websites. They also assert that television websites did not provide the same

rich news and information typically found on newspaper websites. Generally, local television

station websites emphasized news and programmingcontent and format was typically text-oriented

with headlines. Similarly, Pitts (2003) found most television stations provided text-only content

and rarely capitalized on dynamic content such as audio, video and other multimedia products.

Pitts also found very little content originating from their corresponding television stations, rather

content originated from the Associated Press or their own network. Moderate interactivity

included places to submit news tips, file complaints, phone numbers and mailing addresses.

Navigation of these websites was at times confusing, links did not always work and it took two to

three clicks to get to the news portion of the website. Pitts also found limited differences in station

affiliation and market size on content, interactivity.

Other research has examined differences in traditional versus online versions of media

content (Chan-Olmsted & Park, 2000; Choi, 2004; Jung, 2003; Lin & Jeffres, 2001; Peng, et al.,
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Running Head: A Comparative Analysis of Traditional media websites

1999; Ren & Chan-Olmsted, 2004). Chan-Olmsted and Park (2000) found local television stations

provided news and information on the web,however, they were not providing features such as

marketing capabilities, local information, e-commerce, communication mechanisms, consumer

services, or data collection systems online. Visually, Jung (2003) found fewer visuals in print

newspapers compared to web version. Jung also found content was more diverse in print than the

web, and little difference in sentence length in either version. Choi (2004) found public journalism

was somewhat practiced online whereas print newspapers typically engaged in public journalism.

Mostly though, web newspapers published content straight from their print counterpart and lacked

interaction with their audiences. Ren and Chan-Olmsted (2004) found that Internet-based radio

station websites provided more alternative formats than terrestrial radio station websites. They

also found terrestrial radio station websites generally included information about the station, its

staff, and the local community, as well as product related news,program schedules and program

information; however, Internet radio station websites mostly provided product reviews, regulatory

information and playlists. Overall, Ren and Chan-Olmsted found terrestrial radio station websites

included more audio downloadable and streaming media, Internet radio websites provided more

software to download and links of interest. Internet-based radio stations were also more likely to

communicate and generate income through innovative and interactive features not typically found

on terrestrial radio station websites because terrestrial radio weremore likely to just transfer their

on-air content online.

Media Logic

In the early years of web publishing, many traditional media websites had no distinct

format or rules to designing their websites; rather most repurposed content from their traditional

counterpart, while others felt their way as they went along (Seelig, 1997). Cooke’s (2005) forty-
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Running Head: A Comparative Analysis of Traditional media websites

year analysis of the visual presentation of news in print, television and the Internet, found a move

toward visual convergence. Based on her analysis, Cooke linked the convergence of visual

presentation and style of media on the web to emerging new technologies such as the blending of

both structural and graphic elements across media beyond those typically common to traditional

media. Similar to television, the Internet has been thought to provide users with the largest breath

of information as well as blend visual, aural, text and interactivity to heighten users experience

with connecting to the world. Before the media product may have been a newspaper, radio

broadcast, or television broadcast, now it is a media website. Thus, just as television assumed the

convergence of newspapers and radio, the Internet assumes the formats of media before it.

McLuhan’s ideas then that the ‘content’ found in traditional media now “is made strong and

intense just because” it plays out on the web (McLuhan &Zingrone, 1995; p. 159), occurs because

it is the convergence of media that allows a new medium to be born.

So if the Internet blurs the boundaries of traditional media on the web, “which provides the

same technological platform for all media,” then as Randle and Mordock (2002) suggest, it is

possible that media logic is useful for examining the content and design of media websites (p.

249). According to Altheide and Snow (1979), media logic is the particular format a medium uses

to communicate information to its audiences. “Format consists, in part, of how material is

organized, the style in which it is presented, the focus or emphasis on particular characteristics of

behavior, and the grammar of media communication.” (p. 10). Traditional news media for

example, follow a particular format to the content they present: world and national news, local

news, sports and weather, and editorials. Some media, such as television news, is broken-down

into timed segments that are quick, basic, and entertaining. Altheide and Snow also suggest that

competition influences media logic, “We are referring to the way three of four stations in a market

area will adopt the format and even the actual stories of its competitors in order to enhance their
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Running Head: A Comparative Analysis of Traditional media websites

own ratings” (p. 78).

Before the Internet, the visual distinction between print and broadcast media was clear,

however with the advent of the web, the Internet and multimedia have almost completely dissolved

the boundaries of traditional media on the web. Technology then just as in recent times,

contributes to formats of gathering and producing the news. From this perspective, media logic is

a way for website producers to organize content in both a visually appealing manner and an

organized routine. Media logic is useful for linking changes in technology and how it affects

media content and format. The theoretical framework media logic, then, is fitting when examining

the issue of content format and adaptability from one medium to another—such as traditional

media to the web. Accordingly, the following research questions relating to the media logic of

traditional media websites were posed:

Research Questions

RQ1: How does content differ among traditional media websites?

a: Will network affiliation influence content found on television station websites?

b: Will radio station format influence content found on radio station websites?

c: Will market rank influence content found on television station websites and

radio station websites?

d: Will circulation size influence content found on web newspapers?

RQ2: What kinds of design and presentation styles have traditional media websites

adopted?

a: Will network affiliation influence design and presentation styles of television

station websites?

b. Will radio station format influence design and presentation styles of radio
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Running Head: A Comparative Analysis of Traditional media websites

station websites?

c: Will market rank influence design and presentation styles of television station

websites and radio station websites?

d. Will circulation size influence design and presentation styles of web

newspapers?

RQ3: In what ways are traditional media websites facilitating interaction among

audiences?

RQ4: As a whole, what forms of multimedia are found on traditional media websites?

Method

A sample of traditional media websites was compiled during the summer and fall 2005.

Using systematic skip interval with a random start,1 approximately 25 % of each sample unit was

selected from a U.S.-based Internet list reported by American Journalism Review (AJR).2

Out of 1231 national and daily newspapers listed with AJR, 282 were selected into the sample. Of

the 741 major broadcast television networks and commercial broadcast television affiliate stations

listed on AJR’s site, 128 were selected into the sample. From the 157 news/talk and sports station

listed on AJR’s site, a total of 112 news/talk and sports radio station websites were selected into

sample, and no distinction was made based on AM or FM frequency. In keeping with previous

web analyses, public radio and television stations, as well as religious stations were excluded from

the study (Lind & Medoff, 1999; Pitts, 2003; Pitts & Harms 2003; Randle & Mordock, 2002;

Shapiro, 1992).

The unit of analysis for this project was a website’s homepage. A homepage is the initial

entry point to a website and provides information to content both on the homepage and by way of

hyperlinks to content within website, as well as hyperlinks to other websites. To establish a

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Running Head: A Comparative Analysis of Traditional media websites

research stream to prior literature in this area, this study adapts previously validated recording

units so that cooperative researchefforts can be promoted in the community (Choi, 2004; Greer &

Mensing, 2004; Kiernan & Levy, 1999; Lin & Jeffres, 2001; Lind & Medoff, 1999; Peng et al.,

1999; Pitts & Harms, 2003; Randle & Mordock, 2002; Ren & Chan-Olmsted, 2004). Using

validated recording units and agreed upon constructs, researchers can also apply these results in

light of past findings (Cook & Campbell, 1979; Hunter, Schmidt, & Jackson, 1983). Thus,

drawing on previous literature along with a qualitative scan of the websites captured for this

analysis, the five categories were: news content, design and presentation styles, interactivity, and

multimedia.

The recording units under news content included local news, national and international

news, breaking news, list of that day’s news, sports, weather, consumer news, health-related news,

arts, entertainment & leisure news, community news, computers and technology, and editorials.

Every website starts with a homepage and it is typically the first thing seen by a user, hence the

most important element. The homepage should be attractive and should clearly indicate what the

product is designed to do. Thus, two measures relating to design and presentation styles of

homepages were also constructed.

The first, content design represents the arrangement of content on the homepageof

traditional media websites and the visual representation of an idea that relies on the creation,

selection, and organization of visual elements to create an effective communication. The variables

examined were: top news story link (story on homepage that is given the most prominence by

position, size of type, use of art, or the first news story listed); simple usability/no technology skills

required, content is straightforward, only a hyperclick away, content is easily accessible;

information is separated into manageable page-sized chunks; the user does not have to download

or use other technology to access content; clear navigation and labeling of content; web design
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Running Head: A Comparative Analysis of Traditional media websites

avoids gimmicks and flashy elements such as animation, sound, or flash file; consistency of look

and feel in design throughout entire website, for example: using the same typefaces, type styles,

colors, scheme for buttons, and menu system; clear site identification on each page included

providing the reader with consistent cues as to origin of content as well as making sure that users

always know where they are; common Internet visual conventions and signposts such as cues for

the reader regarding website information structure and contents; photos accompany news stories as

opposed to text-only news stories or stories with photos that were only on the homepage. The

second measure presentation styles provides the orientation and navigation to the user of a news

media website, as well as how links or buttons to pages within the website were presented. Coders

selected from a list of three choices of presentation styles: text, photos, and/or graphics plus

directories (of links to sections within site); headlines plus text and directories (of links to sections

within site); or a “no-nonsense, no frills” approach to design, directory only on homepage with

links sections within site.

Interactivity features were coded for the possibility of engaging a reader with the news

organization by way of email, public forum, chat, survey or poll, games, online archive of past

stories that are searchable, online archive of photos accompanying news stories that are searchable,

search engine of entire website, email newsletter that lets readers customize news to receive via

email. Multimedia included coding such items as a multimedia presentation (i.e. slideshow or

photo gallery), video clips, audio clips, flash files, java applets (i.e. business ticker such as stock

quotes or sports scores), and streaming media (i.e. simulcast broadcast of newscast or radiocast).

Two graduate students participated in the coding process. They were instructed to code the

homepage of each website to determine presence or lack of presence of items. Coders only open

hyperlinked features on homepages when prompted to find out the presence or lack of features

(i.e., link on home page for sports, coder clicked on hyperlink to determine if sports coverage
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Running Head: A Comparative Analysis of Traditional media websites

included high school sports, college sports, and professional sports) or to assess consistency in

design elements throughout entire website. Coders only coded archived content to ensure for

consistency of content rather than viewing live pages that were updated since the time of capture.3

Following methods adapted from Kiernan and Levy (1999) and Ren and Chan-Olmsted (2004), a

check of intercoder reliability was conducted on approximately ten percent of websites. Using

Scott’s Pi formula (Riffe, Lacy, and Fico, 1998), average inter-coder reliability was .81 (ranging

from .62 to 1.0). According to Bakeman and Gottman (1997), .70 is an informal criterion

acceptable for reliability.

Findings

Daily newspaper circulation figures were taken from the Editor & PublisherYearbook

2006. Of the 282 web newspapers included in the sample for this study, 54.6% were under 20,000,

23.6% were between 20,001 and 50,000, 10.3% were between 50,001 and 100,000, 6.3% were

between 100,001 and 250,000, 3.3% were between 250,001 and 500,000,and 1.8% were 500,001

and up. These numbers are consistent with Greer and Mensing (2004), which found the majority

of newspapers to be below 100,000 in circulation. The 240 television and radio stations formed

the basis of the broadcast datasample and represented a range of markets4 and affiliations. Of the

112 radio station websites, 82.4% were news and 17.6% were sports. Market ranks of radio

stations consisted of: 1 – 25 (24.1%), 26 – 50 (12.5%), 51 – 75 (10.7%), 76 – 100 (11.6%), 101 –

125 (5.4%), 126 – 150 (6.3%), 151 – 175 (2.7%), 176 – 200 (9.8%), and 201+ (17.0%). A total of

128 commercial television affiliate websites roughly corresponds to the network affiliations of

U.S. commercial television stations: ABC (23.6%), CBS (30.7%), NBC 18.9%, FOX (17.3%),

UPN (4.7%), and WB (4.7%). There was also range of market sizes for commercial television

affiliates: 1 – 25 (24.6%), 26 – 50 (15.9%), 51 – 75 (14.3%), 76 – 100 (8.7%), 101 – 125 (14.3%),

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Running Head: A Comparative Analysis of Traditional media websites

126 – 150 (7.9%), 151 – 175 (6.3%), 176 – 200 (6.3%), and 201+ (1.6%).

News Content

Research question one examined the extent to which traditional media websites

differentiated in news content. A composite measure was computed to represent the volume of

content on traditional media websites. News content was operationalized by determining the

different types of news-related information provided on websites; scores could range from 0 to 21

(see Table 1). All content related to news was coded to represent a content score, zero for no and

one for yes. Coders noted the presence or absence of content on the homepage of the website and

if the content was not present, they coded the presence or absence of a hyperlink to sub-pages for

that content. One-way ANOVA results followed by Tukey post hoc test for multiple comparisons

revealed that news content differed significantly among traditional media websites, F (2, 519) =

29.10, p < .001; web newspapers (M =12.07), television station websites (M = 10.20), and radio

station websites (M = 8.63).

Table 1

News Content
Web newspapers Television Radio

Freq Percent Freq Percent Freq Percent

News w/extra-content links 234 83.0 108 84.4 82 73.2
Breaking news on homepage 70 24.8 39 30.5 16 14.3
Breaking news separate 48 17.0 17 13.3 5 4.5
Local news on homepage 264 93.6 99 77.3 47 42.0
Local news separate 253 89.7 92 71.9 68 60.7
National news on homepage 148 52.5 79 61.7 40 35.7
National news separate 191 67.6 74 57.8 85 75.9
International on homepage 105 37.2 34 26.6 26 23.2
International news separate 171 60.6 60 46.9 80 71.4
Sports news on homepage* 196 69.5 46 35.9 45 40.2
Sports news separate* 265 94.0 104 81.3 92 82.1
High school sports* 140 49.6 31 24.2 34 30.4

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Running Head: A Comparative Analysis of Traditional media websites

College sports* 142 50.4 55 43.0 79 70.5

Professional sports 150 53.2 65 50.8 88 78.6
Weather on homepage 191 67.7 88 68.8 56 50.0
Weather separate 203 72.0 111 86.7 95 84.8
Consumer news 14 5.0 34 26.6 1 .9
Health-related 150 53.2 75 58.6 22 19.6
Arts, ent., & leisure 214 75.9 71 55.5 44 39.3
Community news 191 67.7 75 58.6 24 21.4
Computers/technology 63 22.3 45 35.2 8 7.1
Editorials 234 83.0 12 9.4 12 10.7

News content differences of television station websites based on network affiliation were

also examined. A one-way ANOVA test was run to compare the differences of news content by

network affiliation within television station websites, F (5, 121) = 3.11, p < .01. The F test was

followed up with Tukey post hoc test for multiple comparisons. Some models were found to have

a significant difference in news content (p < .05); these models were: ABC (M = 11.40) and WB

(M = 8.17), CBS (M = 11.21) and UPN (M = 5.17). However, UPN (M = 5.17), WB (M = 8.17),

and FOX (M = 8.28), were not much different from each other in news content. Similarly, NBC

(M = 10.33), CBS (M = 11.21), ABC (M = 11.40) were not much different from each other in

news content. There were some differences in news content between UPN (M = 5.17), WB (M =

8.17), and FOX (M = 8.28) from NBC (M = 10.33), CBS (M = 11.21) and ABC (M = 11.40).

Further, news/talk and sports radio station websites were not significantly different in news

content.

A one-way ANOVA test was run to compare differences in news content by market rank

for television station websites, F (8, 117) = 2.54, p < .05. The F test was followed-up with Tukey

post hoc test for multiple comparisons. Only two models were significantly different when

compared by market rank (p < .05), market ranks 26-50 (M = 12.90) and 176-200 (M = 6.50), and

market ranks 51-75 (M = 12.28) and 76-100 (M = 7.28). A one-way ANOVA test was also run to

compare differences in news content by market rank for radio station websites, no statistical
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Running Head: A Comparative Analysis of Traditional media websites

differences were found.

A one-way ANOVA test of news content revealed a significant main effect for newspaper

circulation figures, F (2, 268) = 9.2, p <.001. Post hoc comparisons using Tukey post hoc test for

multiple comparisons found newspapers with circulation figures under 100,000 (M = 11.78) were

significantly different (p < .05) than both newspapers with circulation figures 100,001 to 300,000

(M = 14.86), and 300,001 and above (M = 14.90).

Content Design and Presentation Styles

Research question two looked at the design and presentation styles of content adopted on

homepages of traditional media websites. To determine if there were differences across media

websites in content design, a composite score was computed to represent a design score of all

visual design items; scores could rangefrom 0 to 8 (see Table 2). One-way ANOVA results

revealed content design differed significantly across media type, F (2, 519) = 17.78, p < .001. The

F test was followed up with Tukey post hoc test for multiple comparisons and found radio station

websites (M = 6.03) differed significantly (p < .001) in their content design when compared to web

newspapers (M = 6.77), and radio station websites differed significantly (p < .01) compared to

television station websites (M = 6.52). Web newspapers and television station websites were not

significantly different in their content design.

Table 2

Content Design
Web newspaper Television Radio

Freq Percent Freq Percent Freq Percent

Top news story link 243 86.2 94 73.4 25 22.3
Simple usability/tech & skills not required 236 83.7 125 97.7 111 99.1
Clear navigation & labeling of content 277 98.2 114 89.1 99 88.4
Avoid gimmicks & flashy elements 274 97.2 105 82.0 96 85.7
Consistency of look & feel of website 273 96.8 123 96.1 97 86.6
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Running Head: A Comparative Analysis of Traditional media websites

Clear site identification on each page 275 97.5 127 99.2 109 97.3
Common visual conventions & signposts 276 97.9 123 96.1 93 83.0
Photos to accompanying news-stories 54 19.1 23 18.0 45 40.2

Significant differences emerged across television network affiliation and content design, F

(5, 121) = 4.98, p <.001. The F test was followed-up with Tukey post hoc test for multiple

comparisons, four models were significantly different in content design (p < .05): ABC (M = 7.00)

and FOX (M = 6.09), ABC (M = 7.00) and UPN (M = 5.17), CBS (M = 6.59) and UPN (M =

5.17), NBC (M = 6.63) and UPN (M = 5.17). Content design was also significantly different by

radio station format (news/talk M = 5.85, sports M = 6.68; t = 2.13, p < .05).

A one-way ANOVA test was run to compare differences in content design by market rank

for television station websites, no statistical differences were found. A one-way ANOVA test was

also run to compare differences in content design by market rank of radio station websites, F (8,

103) ) = 9.57, p < .001. The F test was followed-up with Tukey post hoc test for multiple

comparisons, six models were significantly different (p < .05): market ranks 1-25 (M = 6.48) and

126-150 (M = 4.57), market ranks 1-25 (M = 6.48) and 176-200 (M = 4.10), market ranks 26-50

(M = 6.23) and 176-200 (M = 4.10), market ranks 76-100 (M = 7.00) and 176-200, market ranks

101-125 and 176-200 (M = 4.10), market ranks 176-200 (M = 4.10) and 201+ (M = 6.16).

One-way ANOVA of content design yielded a significant effect for newspaper circulation

figures, F (2,268) = 4.63, p < .01. Follow-up analysis using the Tukey post hoc test for multiple

comparisons found newspapers with circulation figures under 100,000 (M = 6.82) compared to

300,001 and above (M = 6.00) was significantly different in content design (p < .05).

Findings also revealed presentation styles varied among traditional media websites (see

Table 3). Over 75% of web newspapers, typically selected text, photos, and/or graphics plus

directories, however, just over half of television station websites (56.3%) chose this presentation

18
Running Head: A Comparative Analysis of Traditional media websites

style. Radio station websites were fairly even in their selection between text, photos, and/or

graphics plus directories and the presentation style of directory only.

Table 3

Presentation Styles
Web newspapers Television Radio

Freq Percent Freq Percent Freq Percent

Text & photos w/directory* 213 75.5% 72 56.3% 26 23.2%
Headlines, text & directories* 50 17.7% 41 32.0% 38 33.9%
Directory only* 11 3.9% 5 3.9% 42 37.5%
*Note: x2 tests p < .001.

Interactivity

To answer research question three, an interactivity score was computed using nine

variables that represent how traditional media facilitate communication between users of content

and their websites. All communication items (see Table 4) were summed to represent an

interactivity score ranging from 0 to 9. A one-way ANOVA test was run to compare the

interactivity score of web newspapers, radio station websites and television station websites, F (2,

519) = 42.32, p <.001. The F test was followed up with Tukey post hoc test for multiple

comparisons. There were significant differences across web newspapers (M = 3.85), radio station

websites (M = 2.39) and television station websites (M = 2.94) interactivity with users of websites.

Table 4

Interactivity
Web newspapers Television Radio

Freq Percent Freq Percent Freq Percent

Forum or bulletin board 81 28.7 20 15.6 11 9.8
Chat/discussion area 26 9.2 7 5.5 3 2.7
Email (i.e. letter to editor or reporter) 267 94.7 122 95.3 98 87.5
Games 48 17.0 19 14.8 15 13.4
Survey or poll 115 40.8 38 29.7 30 26.8
Searchable news story archives 157 55.7 12 9.4 14 12.5

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Running Head: A Comparative Analysis of Traditional media websites

Searchable photo archives 55 19.5 4 3.1 21 18.8

Search engine for website 205 72.7 88 68.8 44 39.3
Customized email newsletter 133 47.2 67 52.3 31 27.7

Multimedia

Research question five looked to see what forms of multimedia were made available on

traditional media websites. To answer this research question, a multimedia index was constructed

using six variables that represented the multimedia content provided on traditional media websites.

All multimedia items were summed to represent a multimedia score ranging from 0 to 6 (see Table

5). A one-way ANOVA test was run to compare the multimedia score of web newspapers, radio

station websites and television station websites, F (2, 519) = 81.35, p <.001. The F test was

followed up with Tukey post hoc test for multiple comparisons. There were significant differences

across traditional media websites forms of multimedia: web newspapers (M = .42), radio station

websites (M = 2.03) and television station websites (M = 1.50). Web newspapers compared to

both radio station and television station websites were the least likely medium to include

multimedia on their websites. All media provided little content via streaming and non-streaming

media.

Table 5

Multimedia
Web newspapers Television Radio

Freq Percent Freq Percent Freq Percent

Multimedia presentation 48 17.0 55 43.0 21 18.8
Streaming media 1 0.4 24 18.8 62 55.4
Non-streaming video clips 14 5.0 63 49.2 16 14.3
Non-streaming audio clips 13 4.6 12 9.4 70 62.5
Flash 22 7.8 12 9.4 15 13.4
Java applets 21 7.4 26 20.2 43 38.4

Discussion and Conclusions

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Running Head: A Comparative Analysis of Traditional media websites

This study investigated if in fact media logic has penetrated traditional media websites

content and visual presence. The findings of this content analysis found that by and large,

traditional media have a way of routinizing the content and visual presence of their product and

this media logic has carried over to the web. As implied by media logic, traditional media rely on

a sameness of content and presentation styles to communicate information to audiences of their

websites in both an organized and visually appealing manner. These findings are comparable to

previous research which also found a sameness to the format of content and design of websites

within media type, though slight variation occurred within network affiliation, station format,

market rank and circulation size (Greer & Mensing, 2004; Kiernan & Levy, 1999; Lin& Jeffres,

2001; Pitts, 2003; Randle & Mordock, 2002).

According to Altheide and Snow (1979) media, “present their own messagesand images

within the respectability and familiarity of media formats” (p. 246). Randle and Mordock (2002)

also found media logic carries over from traditional media to their web counterpart. They suggest

this occurs because traditional media are comfortable and are reluctant to stray from the media

logic that has been successful in traditional media; therefore, they are less likely to create unique

and innovative methods for distributing content on the web. So while the Internet was originally

viewed as an alternative and innovative news source with different technological characteristics, it

quickly has become inundated with traditional media outlets providing the same formulaic content

on the web, and they are still working to move beyond imitation of format and repurposing content

from traditional media.

Media logic on these websites entailed traditional media news content on their websites,

though some variation in type of news coverage across media type (i.e., local news, mostly

national and international news, or a balance of both). Similar to previous research, traditional

media websites have done very little to maximize their presence online (Chan-Olmsted & Park,
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Running Head: A Comparative Analysis of Traditional media websites

2000; Kiernan & Levy, 1999; Lin & Jeffres, 2001; Lind & Medoff, 1999; Pitts, 2003; Pitts &

Harms, 2003). Even though radio station websites provided more streaming content than

television station websites and web newspapers, all traditional media have held back from

developing their streaming capabilities on the web. As suggested by Randle and Mordock (2002),

this finding was unexpected given that they found weather related content easily carries over from

traditional television to web counterpart. In the very least, it was expected that radio station

websites and television station websites would experience the same carryover effect (i.e., video

clips on television station websites and audio clips on radio station websites).

The findings of this research indicate that the websites examined here were not all that

sophisticated in use of interactivity and have not engaged much audience interaction beyond email.

Compared to past research (Bates, et al., 1997; Chan-Olmsted & Park, 2000; Kiernan & Levy,

1999; Li, 1998; Lin & Jeffres, 2001; Lind & Medoff, 1999), it was expected that over time,

traditional media websites would have implemented more interactive and multimedia technologies

and services to attract new audiences and maintain users of their websites. Future research ought

to track these websites to see what changes occur with interactivity and multimedia on these

websites, as well as any special features that accompany content. Survey producers of websites to

see if economic factors contribute to the lack of traditional media websites creating and producing

content beyond that offered in traditional media. As time progresses and technology evolves, it

will also be interesting to see which traditional media provide more photos, multimedia, and

streaming media on their websites to accompany news stories.

In contrast to previous research (Greer & Mensing, 2004; Kiernan & Levy, 1999; Lind &

Medoff, 1999; Pitts, 2003), the design and navigation of traditional media websites has improved

over the years. Traditional media outlets have worked out the kinks to presenting content online,

as well as essential design strategies that make their websites functional and aesthetically appealing
22
Running Head: A Comparative Analysis of Traditional media websites

to consumers. Overall, the data indicate that for the most part recommendations made by past

research (Lind & Medoff, 1999; Lowrey, 1999) have been adopted on these websites. Traditional

media appeared committed to maintaining a consistent look and feel to their website, provide clear

navigation and labeling of content, avoid gimmicks and flashy elements, designed for usability,

and provided search mechanisms of content.

In conclusion, while traditional media have penetrated the web they are still cautious in the

development of creating web-specific content as well as integrating interactive technologies and

communication features that would attract fresh audiences beyond their traditional counterpart.

For now anyway, it would appear that traditional media are playing it safe in their venture online

by re-purposing or simply extending content from their traditional media counterpart. Traditional

media may still dominate as the ultimate news source for now, but broadband connectivity is

driving a new wave of technology adoption and online activity both to the creator and to

consumers (Pew, 2006). As more technology becomes available and broadband access continues

to penetrate audiences, it is expected that the traditional media will work to resolve providing

content that fully capitalizes on the dynamic visual convergence and technologies specific to the

web.

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Running Head: A Comparative Analysis of Traditional media websites

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1
Adapted and modified from previous research (Chan-Olmsted & Kim, 2001, Kiernan & Levy, 1999;
Pitts, 2003; Shapiro, 1992).
2
AJR provides (http://www.ajr.org) a comprehensive listing of newspapers, magazines, radio, television
and news/wire services websites. Previous media studies have also compiled their sample from AJR’s
listing (Pitts, 2003; Peng et al., 1999; Pitts & Harms, 2003; Randle & Mordock, 2002).
3
Five software packages were used to capture and create a “snapshot” of website content: Internet
Explorer for Mac, Pagesucker, webCopier, webTracker, and Blue Crab. Websites were captured from
late summer 2005 to early fall 2005. All websites were downloaded and stored on external hard drives
along with copies of DVDs. A process adapted and modified from Chan-Olmsted & Park (2000), and
Choi (2004).
4
Television market rankings were compiled from Nielsen Media Research Local Universe Estimates
2005-2006; available at http://www.nielsenmedia.com/DMAs.htmlRadio market rankings were compiled
from Arbitron Market Survey Schedule & Population Rankings 2005 – 2006, available at
http://www.arbitron.com/downloads/redbook_fa05.pdf