Exploring interaction: Print and online news media synergies

Synergies between print and online activity in the newspaper industry are not fully understood. Nor is their influence on newspaper circulation rates. Both issues are investigated using data from a small survey of regional newspapers. In particular, we show how cross‐media synergies for print and online interaction can be estimated against a simple conceptual model. Also how different combinations of cross‐media exposure can be identified. Interestingly, the study reveals that synergy is complementary and positively impacts on circulation rates.