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ERIC Number: ED095571
Record Type: Non-Journal
Publication Date: 1974-Aug
Pages: 44
Abstractor: N/A
Reference Count: N/A
Audience Segmentation: An Approach to International Communications.
Stevenson, Robert L.
This paper summarizes a series of studies undertaken by the United States Information Agency Service between 1970 and 1972 in Bolivia, Great Britain, Argentina, and Lebanon. The purpose of the research was to develop new techniques for analyzing the audiences of USIA periodicals. Survey respondents--all members of USIA priority audience occupations--indicated their interest in a series of magazine article titles by using the Haskins 0-100 Reading Interest Scale. The results show that public affairs titles were of greater interest generally than those dealing with human affairs; interest in public affairs information was largely unrelated to demographic characteristics and mass media use; international lifestyle and personal contact with the United States seemed to hold promise as useful explanatory variables; and interactions between the two categories of reading interest, as shown in the segmentation analysis, suggested insights into interests of the USIA magazine readers that simple analysis did not detect. (Author/RB)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A