A Market Segmentation Approach to Daily Newspaper Audience Studies.

Larkin, Ernest F.; Grotta, Gerald L.

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Peer reviewed

ERIC Number: EJ204699

Record Type: CIJE

Publication Date: 1979

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A Market Segmentation Approach to Daily Newspaper Audience Studies.

Larkin, Ernest F.; Grotta, Gerald L.

Journalism Quarterly, v56 n1 p31-37,133 Spr 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, Information Needs, Information Sources, Media Research, Metropolitan Areas, Newspapers, Questionnaires, Reading Habits, Surveys

Publication Type: Journal Articles; Reports - Research; Tests/Questionnaires

Education Level: N/A

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Language: English

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