ERIC Number: ED191072
Record Type: RIE
Publication Date: 1980-Aug
Reference Count: 0
A Market Segmentation Study of the Youth Market's Perception of the Ideal Newspaper.
Segmentation, a research technique used to ascertain the needs and wants of consumers, was employed in a study that examined the attitudes of persons aged 18 to 34 years toward newspapers. This age group was chosen on the basis of research indicating that it is the weakest segment in the newspaper readership market. Interviews with 14 college students, who represented a variety of ages, majors, class levels, hometowns, readership patterns, and length of time spent reading a newspaper, were used to generate 62 attitude statements for a Q-sort activity. Seventy-one young adults were then selected to sort the statements along an agree/disagree continuum. The study found five distinct segments of the 18- to 34-year-old reader market: (1) those most interested in the quest for information, (2) consumer advocates who seek useful information to help them make decisions, (3) those who desire entertainment from a newspaper, (4) those who seek a variety of opinions on a range of topics, and (5) those who are most interested in reading about their communities, including their friends and acquaintances. The results confirmed that persons in the age group studied do not have just one set of consumer needs that newspapers should be addressing in their marketing strategies. In addition, they showed that while young readers are, on the whole, dissatisfied with their newspapers, they do not agree on changes that need to be made in content and format. (FL)
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).