ERIC Number: ED246444
Record Type: RIE
Publication Date: 1984-Aug
Reference Count: 0
A "Situational" and "Coorientational" Measure of Specialized Magazine Editors' Perceptions of Readers.
Jeffers, Dennis W.
A study was undertaken of specialized magazine editors' perceptions of audience characteristics as well as the perceived role of their publications. Specifically, the study examines the relationship between the editors' perceptions of reader problem recognition, level of involvement, constraint recognition, and possession of reference criteria and the perceived role of the magazine in helping readers develop solutions to problems. Subjects were 29 editors of single-breed livestock magazines serving the United States beef, swine, and sheep producing industries. Data were gathered using a mail questionnaire distributed in December 1983. The results of the study suggested two things: (1) specialized magazine editors perceived of their readers as being most concerned about issues and topics that are both "close by" and "personally manageable" and saw their magazine as making the greatest contribution to readers in these areas, and (2) some issues are considered to be "active" and as such were perceived as being more important than others. (Author/HOD)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Audience Awareness; Editors; Media Role
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (67th, Gainesville, FL, August 5-8, 1984).