ERIC Number: ED245236
Record Type: RIE
Publication Date: 1984-Aug
Reference Count: 0
The Use of Graphic Devices in a Competitive Situation: A Case Study of 10 Cities.
Utt, Sandra H.; Pasternack, Steve
Through an examination of the appearance of the front pages of separately owned, competitive newspapers in 10 cities in the United States, a study explored the extent to which these newspapers have become modern in their use of graphic devices. Specifically, the study investigated (1) the relationship between a market's newspaper circulation gap and the likelihood of appearance similarity between the two daily newspapers, (2) whether the circulation trailer tended to use more modern graphic devices than the circulation leader, (3) whether morning newspapers tended to be more traditional in their appearance than evening or all-day newspapers, and (4) whether a newspaper's total circulation is related to its use of modern graphic devices. Data revealed that pairs of competing newspapers tended to be more similar in their use of graphic devices than those not in close competition, that newspaper trailers tended to use more modern graphics than leaders, and that larger circulation newspapers tended to use more traditional graphics than smaller circulation newspapers. The findings suggest that as competition increases, sameness in newspaper appearance increases. (Copies of scales used in the study are appended). (CRH)
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 and Mass Communication (67th, Gainesville, FL, August 5-8, 1984).