ERIC Number: ED162315
Record Type: RIE
Publication Date: 1977-Apr-8
Reference Count: 0
The 21-34 Year Old Market and the Daily Newspaper. ANPA News Research Report No. 1.
Larkin, Ernest F.; And Others
Of a random sampling of 500 persons living in the Oklahoma City metropolitan area, 167 were in the 21 to 34 age group whose newspaper reading habits and attitudes toward newspapers were being studied. The profile of that group's attitudes toward news media, particularly newspapers, shows that these young adults are less "newspaper oriented" than adults over the age of 35, having generally more favorable attitudes toward television than toward newspapers. The 21 to 34 age group showed the highest interest in newspaper content, especially consumer information, that might help them in their day-to-day lives. If newspapers want to reach more young adult readers, they should improve the ease of reading, appear more modern, and offer more content bearing directly upon young adults' daily living habits. (RL)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: American Newspaper Publishers Association, Washington, DC.