ERIC Number: ED126523
Record Type: Non-Journal
Publication Date: 1976
Reference Count: N/A
Comparison of Scope-Depth Balance with Popularity of Austin Magazines, 1972-75.
Martin, Gregory L.
The sender of communication strives to deliver information in depth; receivers of that communication favor more, and shorter, bits of information. In this study, the coefficient of balance between depth and scope was correlated with measures of the popularity of a group of magazines published in Austin, Texas. A regression formula was used to obtain scope/depth coefficients for the magazines, which were ranked by those values and by the indices of popularity. Hypotheses concerning the relationship of scope/depth balance to popularity were tested by correlations between the two rank-orders. Conclusions were that magazines with higher absolute circulation are characterized by depth-emphasis as defined in the study; magazines showing the most rapid circulation growth tend to emphasize scope; and the most successful magazines of the group are those whose quantitative editing patterns are most different from those of the rest. (Author/AA)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: Texas (Austin)