ERIC Number: ED189625
Record Type: RIE
Publication Date: 1980-Aug
Reference Count: 0
Newspaper Quality: Its Relation to Newspaper Circulation.
Stone, Gerald C.; And Others
The way newspaper quality related to newspaper circulation was examined by asking journalism professionals to list the four best and the four worst daily newspapers with under 200,000 circulation in their own states. Returns were counted in only those states where two or more judges returned ballots. A total of 79 newspapers was rated superior by two or more judges, while 45 newspapers were rated inferior. Using the categorical distinction between superior and inferior newspapers and the numerical rating established by the agreement between judges, it was possible to create an interval scale for newspaper quality. Stepwise multiple regression analyses were performed to determine what effect this newspaper quality had on circulation, using three measures of circulation (city zone, trade zone, and total circulation). The overall interpretation of the data was that newspaper quality was a strong predictor of city zone and total circulation, but that household census measures were the strongest predictors. Circulation, therefore, depended more on tbe size of the community than on the quality of the newspaper, even when size was partially controlled. Quality accounted for at least 3.4% of the explnained variance in total circulation. Since most newspapers are neither clearly superior nor clearly inferior to one another, it was decided that newspaper quality could not be used practically as a predictor of circulation. (RL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Newspaper Circulation
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (63rd, Boston, MA, August 9-13, 1980).