Using data from 68 newspaper organizations, this article examines the substantive and methodological implications of using two popular perspectives of measuringfit: moderation and matching. The strengths and weaknesses of these and other related methods are discussed. Based on this discussion, we use the multiplicative model (multiple regression with product terms) to test the moderation perspective and the deviation score model to test the matching perspective. After consideration of both relevant literature and the empirical results, the moderation approach was considered most viable, provided that proper interpretation methods are used.