“…Since that time, the effectiveness of cable television's entrance into the marketplace (Dimmick, Patterson, & Albarran, 1992), the video industry (Albarran & Dimmick, 1993; Dimmick, 1997), media preferences (Dimmick, 1993), new media ventures (Dimmick & Wallschlaeger, 1986), as well as telephone and email use (Dimmick, Kline, & Stafford, 2000) have been studied. Other recent applications by other authors, building further on niche theory and its application to both new and old media, include the impact of intermedia and newspaper competition on advertising sales (Shaver & Lacy, 1999), the Web as a new marketing channel in comparison to catalogs and retail stores (Li, 2000), and the displacement of old media by online media within the home (Kayany & Yelsma, 2000).…”