ERIC Number: ED159716
Record Type: RIE
Publication Date: 1978-Aug
Reference Count: 0
The New Newspaper Competition.
Stevenson, Robert L.
Studies of newspaper reading in three communities in North Carolina were undertaken in light of the fact that newspaper reading has declined relative to population growth since World War II. In each instance, the respondents had available a relatively small local afternoon daily and a larger morning metropolitan daily. Results of the study showed that education of the respondent is the major factor in identifying readership: the more education, the more likely a person is to read the metropolitan daily or both dailies. Readership of both dailies in each area is highest in the 55 and over age group, with some trailing off among readers aged 65 to 70. People who are middle-aged and older are the most regular readers; those who use the metro daily or both available papers also use other news media, especially news magazines; and those who read primarily for locally oriented material are more frequently found in the category of local readers only, while those who read hard news and entertainment often choose the metro daily or both dailies. There is some evidence that people not planning to remain in the community or who are new to the community tend not to read the local daily. The data do not identify very clearly who is likely to read what newspaper, if any. (TJ)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Readership Analysis
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (61st, Seattle, Washington, August 13-16, 1978)