In this article we describe research that overcomes some of the flaws of Uses and Gratifications research by combining information need concepts with concepts from Media Choice models, and by making use of the Policy Capturing method. Using this method, we obtained in-depth knowledge about the basic characteristics of information needs that can be used to explain a choice for specific media, i.e. traditional mass media and Information and Communications Technology (ICT)-based media. In two studies regarding users’ information needs in an academic context, and employees within an organizational setting, we found that the same characteristics of information need, such as topicality and context, are important predictors of media choice. The results show that more refined analyses with regard to dimensions underlying information need can contribute to insight into when and how media, including new technologies, can be successful in the emerging information society, for example, by taking context issues into account.
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