Multiplatform audience measurement; displacement effects; the repertoire approach

In Lee and Leung's (2008) article, the displacement effects of the internet is discussed in multiple aspects: mediumcentric, usercentric, more-more, and relative proportion of time spent on media. Although I can see how displacement effects can occur depending on the variety of medium offered or users' preferences/media consumption behavior, and the amount of time spent on a specific medium; I cannot see how the authors could have hypothesized "more-more" as opposed to "more-less". This goes against their next hypothesis of time as a relative proportion out of a total number of time spent on all mediums. For example the second hypothesis reads:

          H2: The more time Internet users spend on news and information, the more time           they spend on the functionally similar traditional media (e.g., newspapers, radio,             and magazine) for their news and information needs.

However, according to relative proportion vs. absolute time spent on media, one would see that "relatively," if one were to spend more time on a single medium, then he/she would be less capable of spending time on another medium. A "more-more" would never result in a displacement effect, thus should not be used to measure displacement effects. This is also supported by medium-centric approach.

I liked the idea of both medium and user-centric approaches but leaned more towards the latter. New mediums will always arise but it's acceptance and use will always depend on the user. I believe that substitution is solely dependent on the users. Furthermore, since mediums have different purposes and satisfy different needs, I believe supplement will occur more than substitution.

Also, Yuan (2012) suggests media convergence is due to the change in the news media landscape. However, I think that another large role that attributed to the move to digital and mobile media technology is the push for green initiatives and pro-environmentalism. In conjunction with the advancements in technology, environmentalists realized that everything can be moved into the digital space, reducing the need to further harm the environment. The 21st century is a time where everything is eco-friendly, green and organic. With such times, things such as digital receipts, paper-less billings, re-usable canvas grocery bags, etc. have emerged. Likewise, newspaper has gone digital also. If this hadn't happened and news content only stayed on paper, I think substitution of newspaper could have been avoided. However, now that the same content is available more conveniently and in a more environmentally friendly form, there is no need to linger onto folds and folds of paper anymore. However, the greying baby boomers, who make up a large portion of the population, may continue to support printed newspapers out of habit.