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 non-traditional sources as well, such as websites, online newsletters, blogs, RSS feeds, e-readers, Facebook, and Twitter. This study investigated online and “offline” reading behavior, perceptions of online publications and people’s anticipated future online print behavior, especially as it relates to their willingness to pay for online print content. It was hoped that by better understanding these behaviors and perceptions, one could better determine the degree of synergy that exists between printed publications and their 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, and the viability of charging for online print content. To achieve a better understanding of current and future online print behavior, a questionnaire was designed to provide answers to a number of key questions including:

• How often do people view online magazine and newspaper websites?
• How satisfied are people with online magazine and online newspaper websites?
• How online publications are usually accessed?
• What actions are taken as a result of reading online publications?
• How much time is usually spent reading online publications?
• Are online publications preferred over printed publications?
• What would be done if printed versions were no longer available?
• How willing are people to pay for online publications?
• What is the demographic profile of online publication users?

To provide a frame of reference for interpreting the answers to the questions that were specific to online publications, similar questions (in most instances) were asked of printed publications. In those instances in which this occurred, the results for online and printed publications were compared and contrasted, in total, and by publication type.