Chapter One: Executive Summary
The Declining Print Newspaper Market
Newspapers Are in a Decline
Control of the Means of Production and Distribution
Everything Is Different
Entering Cyberspace
Newspapers Are Beginning to "Get It"
Business Models
Industry Structure and Leading Competitors
Who's Online
Structure of Online
Leading Competitors
Market Size and Forecast
Traditional Guidance Inadequate
Determining What to Provide Online
The Consumer
Scope and Methodology
Scope
Organization of the Report
Methodology

Chapter Two: Census and Status Report
Who's Online?
Different Platforms
The Major Nationals
Profiles of Major National Print Newspapers with Web Sites
Non-Newspaper News Services

Chapter Three: Defining the Market
Market Size and Forecasts
Internet Demographics and User Behavior
The American Internet User Survey
Methodology
Definition of Internet User
Online Activity
Reviewing the Data

Chapter Four: Internal and External Cost Factors
Internal Costs
Help Wanted Advertisements Placed by Electronic Newspapers
The Washington Post: Digital Ink
Boston Globe Electronic Publishing
"OPPORTUNITIES AT BOSTON GLOBE ELECTRONIC PUBLISHING"

Chapter Five: The Competitive Landscape
Anyone Can Be a Publisher
Competition
Classifieds
Newspapers Close Ranks to Fight Competition
New Century Network
InfiNet

Chapter Six: Pricing and Revenue Models
The Revenue Question
Is Anyone Making Money?
History of Online
Early Advertising
Charging for Access
New Business Model
University of Georgia Study
"Tomorrow's News Today" Survey
Delivery
Revenue Streams
Tiered Service

Chapter Seven: Advertising Issues
Advertising: What Works—and Does it Work?
Overview of Online Advertising
Tracking Advertising Dollars
Attracting the Advertisers
Top Ten Advertisers
Advertiser Concerns
How Web Usage Is Tracked
Web Tracking Services
Pricing Advertising on the Web
Effective Online Advertising
Joint Projects and Cooperation

Chapter Eight: The International Market
Online Is Less Developed Outside the United States
Appeal to Overseas Audience
Reasons for Slow Growth
International Newspapers on the Web

Chapter Nine: Positioning for Market Opportunity
How to Publish on the Net
The Continued Growth of Online and the Internet
The Declining Print Newspaper Market
Competitive Challenges
Use of Market Research

Chapter Ten: Future Trends
Future Outlook
Online and Internet Technologies
More Multimedia
Bandwidth Solutions
Secure Commercial Transactions
Growth in Personal Agent Technologies
Experiments in Alternative Data Delivery
Loss of Distinctive Cultural Identity
Online Newspapers/News Services

Chapter Eleven: Profiles of Key Competitors
America Online Inc.
Overall Internet Presence and Impact
Online News Efforts
Key Online Alliances
Comment
AT&T Corp.
Overall Internet Presence and Impact
Online News Efforts
Comments
CNN
Overall Internet Presence and Impact
Sample Key Online News Alliances
Comment
Individual Inc.
Overall Internet Presence and Impact
Online News Efforts
Sample Key Online News Alliances
Microsoft Corp.
Overall Internet Presence and Impact
Online News Efforts
Sample Key Online News Alliances
Comments
News Corp. Ltd.
Overall Internet Presence and Impact

Reuters
Overall Internet Presence and Impact
Comments
Other Competitors or Potential Competitors Worth Noting
Television Networks
Consumer Online Services
Telecommunication Firms
MCI
Sprint
Regional Bell Operating Companies (RBOCs)
Cable Companies
Smaller Start-Ups
Summary

Appendix A: Creating Content
Who Is the Audience?
The Local Angle
National News Is a Commodity
Opportunity for Localized Information
The Need for Fresh Thinking
Creating the Product
Communication Is King
A Pleasurable Experience
Identifying and Improving Upon What the User Wants
Other Strategies
Create Directories and Information Services
Provide for Interactive Possibilities
Allow for Active Search Possibilities
Create Recognizable News "Brands"
Offer a Lot of Relevant Hypertext Links
Make the Service Fun
Provide Variety
Be Reliable
Make It Simple
Get Feedback
A Few "Don'ts"

Appendix B: Excerpts from FIND/SVP's American Information User Survey
Findings
Perceived Information Problems of Online Users
Problems Related to Handling and Processing Information
Other Problems Cited
Other Findings

Appendix C: Resources for Online News Providers
Resources on the Web
Web Sites for Online Newspapers and News Providers
Reports, Studies, and Speeches
Associations and Organizations
Journalism Resource Links
HTML Tutorials
Advertising on the Internet
Newsgroups
Electronic Journals
Other Resources on the Internet
Print Journals and Publications