ERIC Number: ED168010
Record Type: Non-Journal
Publication Date: 1977-Aug
Reference Count: N/A
A Market Segmentation Approach to the Study of the Daily Newspaper Audience.
Larkin, Ernest F.; Grotta, Gerald L.
To determine whether differing attitudes toward, and the utilization of, the daily newspaper are related to the variable of age, 481 persons responded to a questionnaire designed to measure their attitudes and opinions about mass media in general and their evaluations of newspaper content in particular. The findings revealed the following patterns: those respondents in the 19- to 24-year-old group found television news and entertainment less biased and more interesting than that of the newspaper, but used the newspaper as an advertising source; those in the 25- to 34-year-old group tended to follow the evaluations of the younger group with the exception that they turned to the newspaper as a source of consumer education and daily living information; the 35- to 44-year-old group placed greater value on the advertising content of the newspaper than did the younger groups and was less critical of its news coverage; and the three older groups (45 to 54, 55 to 64, 65 and older) appeared to be increasingly less critical than the younger groups of newspaper coverage, and showed less interest in consumer information than in local and national stories and church news. (Fifteen tables are appended.) (MAI)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A