The Internet and digitalization have profoundly affected the media and publishing sectors; therefore, this created a new space for competition. The newspaper publishing sector, for example, according to Kaczanowska (2013), is in a dying phase of its life cycle, as increasing competition from other forms of media, particularly web-based media, limits its market. This is why newspaper publishers are moving most of their content to digital platforms to maximize its value. Picard (2009) states 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 of traditional news organizations are crumbling and news collection and distribution have become more widely dispersed (Downie Jr. & Schudson, 2009), whereas online there is no additional costs for physical transport and delivery and therefore online distribution. the costs are significantly lower than those of distributing physical content (Boczkowski, 2005). The Internet is a key ingredient in the recipe for democratization that weakens dictatorships (Howard, 2011) and a tool that empowers previously excluded groups (Mark Poster, 2001). , has allowed people to acquire information and access enormous amounts of new and old information from traditional sources and new types (Beam & Kosicki, 2014). The emergence of the Internet has also empowered everyone to become a publisher, in addition to empowering the public who can find any information to control the messages they want to be exposed to. In the same way, new developments in communication have led newspapers and news channels to create websites from the medium of paper through which an innovation is communicated over time through certain channels between members of a social system. But when an innovation is presented to people, two possibilities emerge: some go with the flow and adopt this new trend, while others remain reluctant. Therefore, an innovation must be successful to spread quickly and inspire people to adopt it further. In our case, the success of online media is a powerful innovation that shifts, in part, traditional media to the Web. According to Weir (1998), a study on the adoption of an electronic information product produced by a metropolitan newspaper revealed that the use of the new medium was linked to opinion leadership, the perception of internal incentives and the perception of external benefits. The following section will address the main questions that need to be answered throughout this study...