Gratification Niches of Monthly Print Magazines and the World Wide Web Among a Group of Special-Interest Magazine Subscribers


  • Quint Randle

    Corresponding author
    1. Assistant Professor in the Communications Department at Brigham Young University where he teaches and researches new media, magazines and design. Prior to completing his Ph.D. at Michigan State in 2001 he was a publisher and online editor at several national magazines and newspapers.
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Through the framework of niche theory, this study compared the gratification niches of monthly print magazines and the World Wide Web through a survey administered to 371 subscribers of a special-interest magazine. The findings suggest that the Web offers a wider array of gratifications than magazines, and delivers them in a superior fashion. The Web excels among cognitive, task-oriented uses; while magazines hold their ground for more affective, self-oriented uses.