The Internet and digitalisation have profoundly influenced the media and publishing sector; as a result, it created a new space for competition. The newspaper publishing industry, for example, according to Kaczanowska (2013) is in a dying stage of its life cycle as increasing competition from other forms of media, particularly web-based ones, limits its market, here because newspaper publishers are moving most of their content to digital platforms to maximize its value. Picard (2009) explains that journalism must innovate and create new means of collecting, processing and distributing information in order to provide content and services that readers, listeners and viewers cannot receive elsewhere. Meanwhile, the economic foundations for traditional journalistic activities are collapsing and news gathering and distribution have become more widely dispersed (Downie Jr. & Schudson, 2009), while online there are no additional costs for physical transportation and delivery and therefore for online distribution. costs are significantly lower than distributing physical content (Boczkowski, 2005). The Internet, which is a key ingredient in the recipe for democratization that is weakening dictatorships (Howard, 2011) and a tool that empowers previously excluded groups (Mark Poster, 2001). , has provided people with access to information acquisition and access to enormous amounts of new and old information from traditional and new sources (Beam & Kosicki, 2014). The emergence of the Internet has also provided the means for anyone to become a publisher, as well as empowering the public who can find any information to control the messages they want to be exposed to. New developments in communication have similarly led newspapers and broadcast television to create websites from… middle of paper… through which an innovation is communicated through certain channels over time among members of a social system.” But when an innovation is in front of people, two possibilities emerge; some people go with the flow and adopt this new trend, while others remain reluctant. Therefore, an innovation must be successful in order to spread quickly and make people more willing to adopt it. In our case, the success of online media is a powerful innovation that is partially shifting traditional media towards online ones. According to Weir (1998), a study of the adoption of an electronic news product produced by a metropolitan newspaper found that use of the new medium was related to opinion leadership, perception of internal incentives and perception of benefits external. The next section will discuss the main questions that need to be answered in this study.