Understanding who and why people choose different forms of media communication is critical to the media marketer. This allows them to develop specific media communications, and benefits them in terms of positioning products and/or services more appropriately to the market. This study aims to add to the current body of literature in the field of print and online newspaper readers paying particular attention to characteristics of both consumers. The study will analyse the relationship between consumer demographics and psychographics of online and printed newspaper readers and will attempt to determine whether printed readers are different to online readers. This study will have an Australian focus.