Introducing the e-newspaper : Identifying initial target groups

This article investigates how audience groups differ with respect to the adoption of new media services. The authors expand the existing framework of early adopters, which is heavily directed towards the technological aspects of a product, by including users that are more interested in the social and content-related aspects of media services. The objective is to identify and explore important audience groups that can be used as initial target groups for the introduction of the e-newspaper (a newspaper that is published on e-paper technology). Data was collected from 2976 respondents through the web sites of three Swedish newspapers. © 2007 Journal of Media Business Studies