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ERIC Number: ED175047
Record Type: RIE
Publication Date: 1979-Aug
Reference Count: 0
Newspaper Design and Newspaper Readership.
Bain, Chic; Weaver, David H.
Four experiments were devised to test reader reaction to several newspaper design techniques. Three of the studies collected data from beginning journalism students, while the fourth used survey techniques in a field experiment designed to determine whether readers follow jumps (continuations of stories from the front page to an inside page). Among the results were the following: more readers finished a story if it was all on the same page; readers were just as likely to start a story if it jumped as if it did not; among those who did not finish a story, readers who were not forced to jump read deeper into each story; readers did not necessarily drop off in increasing numbers as a story got longer; and most readers said they read jumps, although most failed to read them in the studies. In addition, the findings revealed that readers preferred either a bold-light headlining pattern or a variety of type sizes to a roman-italic pattern; that larger pictures attracted readers to accompanying stories better than did smaller pictures, and held reader attention deeper into the tie-in story; and that type was readable whether it was presented in straight wraps (straight columns of equal depth), in doglegs (where one or more banks wrap deeper than the others around art or another story), or in raw wraps (where end columns come out from under the headline), but that readers preferred the straight wrap to the other two. (RL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (62nd, Houston, Texas, August 5-8, 1979)