Reading behavior is rapidly changing as a result of the Internet and other technological innovations. Today “print” content cannot only be obtained from traditional sources like magazines, newspapers and books, but from many nontraditional sources as well, such as websites, online newsletters, blogs, RSS feeds, e-readers, Facebook, and Twitter.

This white paper that was recently presented at the Worldwide Readership Research Symposium in Valencia, Spain describes the results of a in-depth study that investigated online and “offline” reading behaviors, perceptions of online publications and consumer's anticipated future online print behavior, especially as it relates to their willingness to pay for online print content. The primary objective of the white paper was that by better understanding readers behaviors and perceptions, publishers, as well as advertisers and agencies could better determine the degree of synergy that exists between printed publications and their corresponding online websites, the degree to which possible alternatives to magazines and newspapers are used and evaluated, the demographic differences and similarities between traditional “print” and online readers, as well as the viability of publishers charging for online print content.