ERIC Number: ED210674
Record Type: RIE
Publication Date: 1981-Aug
Reference Count: 0
Magazine Use of Middle-Class English-Speaking Indians in New Delhi, India.
Johnson, Lynda D.
Before launching any publications, a newly formed publishing company in New Delhi, India, surveyed its potential readership to develop a demographic overview of the community, to determine patterns and preferences of magazine use, and to develop a profile of perceived and real readership needs. A questionnaire eliciting such information was given to 200 residents of a New Delhi suburb, all English-speaking middle-class Hindus, who were married, well-read, and with bachelor's or master's degrees. The results indicated that nearly all of the respondents read one or more magazines, most acquired by subscription, with the most popular magazines being "Illustrated Weekly," various film magazines, "Reader's Digest,""India Today" (similar to "Time"), and "Femina," a magazine for homemakers. Age and gender made a significant difference in the number and types of magazines read. Women read more than men, although feminist magazines ranked low in popularity. The greatest number of magazines read was by the 25- to 32-year-old group, which preferred magazines that questioned Indian society's status quo. Although "Reader's Digest" was popular among all age groups, it was more so among those over 40. The 40- to 46-year-old age group was also strongest in readership of "Blitz," a leftist magazine. After age 47 there was considerable drop in magazine readership. The results indicated that the publishing company should study the popular magazines, examine the areas of greatest need, and pattern their publications to best meet those needs. (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: India (New Delhi); Readership Analysis
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (64th, East Lansing, MI, August 8-11, 1981). Not available in paper copy due to marginal legibility of original document.