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Peer reviewedLarkin, Ernest F.; Grotta, Gerald L. – Journalism Quarterly, 1979
A survey of 481 individuals from a major southwestern metropolitan area suggests that a newspaper audience is not monolithic but rather a collection of numerous subsegments with different attitudes and needs regarding newspapers. (GT)
Descriptors: Age Differences, Age Groups, Attitudes, Audiences
Download full textLarkin, Ernest F.; Grotta, Gerald L. – 1977
To determine whether differing attitudes toward, and the utilization of, the daily newspaper are related to the variable of age, 481 persons responded to a questionnaire designed to measure their attitudes and opinions about mass media in general and their evaluations of newspaper content in particular. The findings revealed the following…
Descriptors: Advertising, Age Differences, Age Groups, Bias
