ERIC Number: ED168036
Record Type: Non-Journal
Publication Date: 1978-Jun-9
Reference Count: N/A
Newspaper Reading in Small Towns. ANPA News Research Report No. 12.
Shaw, Eugene F.
To identify some of the factors underlying varying readership patterns among small town residents, 706 residents from four small towns were interviewed regarding their media preferences. Participants were questioned about their preferences for and access to newspapers, magazines, radio, and television. Additional questions focused on the importance of newspaper content providing information about different types of local news events. The study revealed the following: small town residents rely on the local newspaper for both local and nonlocal news; the local newspaper is not in direct competition with any other news media as a source of public information; the newspaper is rated as superior to television in thoroughness, usefulness, and importance of content, but television is preferred for enjoyment; newspaper readership is strongly related to both locally oriented and politically oriented news; while education and income influence readership, these factors are less significant than the residents' orientation to the media; and the perceived enjoyment and utility of a newspaper are critical factors in determining regular readership and in increasing newspaper circulation. (MAI)
Publication Type: Reports - Research; Numerical/Quantitative Data
Education Level: N/A
Authoring Institution: American Newspaper Publishers Association, Washington, DC.