ERIC Number: ED297321
Record Type: Non-Journal
Publication Date: 1988-Jul
Service Journalism in the Association Magazine: A Case Study of the "Angus Journal."
Jeffers, Dennis W.
Examining the role of service journalism in association magazines (magazines focusing on technical and educational information relating to specific practices of association members), a case study of the "Angus Journal" (a monthly magazine devoted to the beef breeding industry) investigated the problem of determining the amount of service content needed to involve readers, feature stories and personality profiles to add human interest, and association news to inform members about the organization. Based on focus group/personal interviews and concerns of the "Angus Journal" staff, a mail questionnaire was developed and distributed to a national sample of readers in the spring of 1987, with 513 readers responding. Results indicated that there was a definite hierarchy of reader preferences regarding magazine content. Service content, in the form of management information, had the highest reader preference. Also, although patterns of content preferences and actual readership were not uniform, findings showed that if an association member was a heavy reader of one type of content, he or she tended to be a heavy reader of other content types as well. (Five tables of data are included.) (MM)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A