The purpose of a mass media study was to (l) identify mass media types (patterns of exposure to mass media content) among seventh graders, high school juniors, and adults in a given geographic area; (2) show similarities and differences in the mass media types isolated for these three age groups; (3) pinpoint demographic variables most strongly related to each of the identified types; and (4) ascertain if these types are adequately described by demographic variables, or whether they represent distinct patterns of mass media exposure. All subjects kept a daily diary of their exposure to television, radio, recordings, newspapers, and magazines for one week, and then completed a questionnaire deisgned to obtain demographic information and information about exposure to books and motion pictures. The Q-type factor analyses allowed the identification of various mass media types, such as action TV viewers, newspaper opinion readers, black "romantics," female adolescent readers, horror film fans, and so forth. Using demographic variables as independent variables, regression analyses were performed to identify the strongest predictors of the mass media factors produced by the Q-type factor analyses. Results of analyses showed that sex and age were the most frequent significant predictors, that mass media types were characterized by exposure to type of content rather than medium, and that the types identified in this study were not adequately explained by the demographic variables used in the regression analyses. (Tables of findings are included). (NKA)