Nobody “goes online” any more.
The Internet is taking the news industry back to the conversational culture of the era before mass media, making news more participatory, social, diverse and partisan.
Books don’t go viral. And that’s largely because the thing that makes books lucrative to authors and publishers—their ability to restrain ideas, to wall them off from the non-book-buying world— is antithetical to virality. How can books be expected to share ideas when the very point of their existence is containment?