ERIC Number: ED188227
Record Type: RIE
Publication Date: 1980-Aug
Reference Count: 0
A Taxonomy of Content for Internal Publications and the Editorial Mix Concept.
Johnson, Carolyn E.
A study was conducted to establish whether optimum editorial mixes (mixes of items selected from content categories determined from factor analysis) can be determined by publications editors in attempting to provide wide audience appeal with a minimum number of stories. A questionnaire was designed to determine employee opinions of the Tennessee Valley Authority employee publication "TVA Today," to identify reading interests and demographic characteristics of employees, and to determine the amount of interest generated by 33 article titles. Results, based on responses from 421 employees, suggested that eight stories, in the proper mixture, would account for almost as many readers as a mix with more stories, and that characteristics of the 33 stories could be reduced to eight basic factors or categories: (1) personal help (financial, domestic, and work); (2) leisure and outdoors; (3) people, philanthropy, and nostalgia; (4) company progress and power; (5) employee education; (6) company innovations; (7) history; and (8) social change. It was determined that the editorial mix of the eight factors would reach more than 77% of potential readers, only 6% fewer than would the entire population of 33 stories. The findings clearly demonstrated that an editorial mix systematically determined can be beneficial to editors. (GT)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (63rd, Boston, MA, August 9-13, 1980).