The growing popularity of Internet-based communications tools raises the question of which method is the most effective, in which contexts. The Internet is widely accepted as a viable medium for mass communications. Most newspapers, magazines, television networks, and other major media outlets already have online presencesusually in the form of Web sitesthat supplement the main (offline) delivery of the media property. Some, such as Salon and Slate, are Internet-only publications. Of the offline properties, few, with the notable exception of The Wall Street Journal, have launched any online version that pays for itself through subscription revenue. The Wall Street…
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