Newspapers: Media Image/Audience Behavior Research

Newsweek Media Research Index

Newspapers: Media Image/Audience Behavior Research

1966 - SOCIAL RESEARCH, INC. - MEASURING THE EFFECT OF ROP COLOR ON NEWSPAPER ADVERTISING - WHEATLEY

In an analysis of two color retail ads vs. two lack & white, it was found that color increases the status of the store advertised, makes the merchandise and ad more interesting, and color and status interact to influence liking for the ad.

1970 - NEWSPAPER ADVERTISING BUREAU - A STUDY OF BLACKS IN NEWSPAPER ADS

A study among black and white women measuring proven recall and feelings towards newspaper ads containing some black models.

1978 - BREHL & ASSOCIATES FOR NEWSPAPER ADVERTISING BUREAU - DAILIES, SHOPPERS AND PENNYSAVERS: A FOUR-MARKET STUDY OF READERSHIP AND ATTITUDES

Reading behavior and attitudes towards daily newspapers, paid weeklies and free papers. Based on 800 interviews in metropolitan areas. Study found significantly higher ratings for both advertising and editorial content in paid daily papers than free papers among readers of both.

1979 - YANKELOVICH, SKELLY AND WHITE FOR THE AMERICAN SOCIETY OF NEWSPAPER EDITORS - CHANGING NEEDS OF CHANGING READERS: A QUALITATIVE STUDY OF THE NEW SOCIAL CONTRAST BETWEEN NEWSPAPER EDITORS AND READERS

Report of pilot study, based on focus groups in 12 markets, among regular readers of newspapers, occasional readers and non-readers. Concerning attitudes towards newspapers, satisfaction with newspapers, social trends among readers. Designed to explore the changing dynamics of the newspaper marketplace and to provide a better understanding of the relationship between present and potential readers of newspapers.

1981 - JERRY R. LYNN - NEWSPAPER AD IMPACT IN NON-METROPOLITAN MARKETS - JAR, AUGUST 1981

Study of reading behavior and audience preferences among non-metropolitan newspaper readers. Based on over 1,000 telephone interviews in 91 counties in Tennessee. Study found: claimed exposure to advertising is high, newspaper advertising content is widely read and perceived as effective; newspaper and television are used as complementary sources of information about products and services.

1980 - KENNETH R. WHITE CHRIS T. ANZALONE, AND DONALD BARBOUR - THE EFFECTIVENESS OF SHOPPER GUIDES, JAR, APRIL 1980

Study to determine the advantages of advertising in free shoppers. Based on over 2,000 personal interviews in Florida and Tennessee. Findings: shoppers are read more and used more in areas where penetration of a major daily newspaper is low; readers and nonreaders of shoppers are not demographically different; on average, only 6% of those who received a shopper discarded it without looking at it.

1981 - SCARBORUGH FOR METROPOLITAN SUNDAY NEWSPAPERS - THE DESSERT OF THE NEWS

Study to determine the attitudes of readers toward Sunday magazine. Based on 6,053 complete interviews in a national sample of Metropolitan Sunday markets.

1977/1982 - NEWSPAPER READERSHIP PROJECT SPONSORED BY THE NEWSPAPER INDUSTRY

A program of research studies, conducted by various research companies, to evaluate newspaper readership behavior and audience perceptions in the context of the changing media environment. Over 30 reports from this project are available from the Newspaper Advertising Bureau, for example: (1) 1977 How The Public Gets Its News (see listing in the Intermedia Research Section); (2) 1978, The Audience of Newspaper Advertising: Interest in Advertising and Shopping Behavior; (3) 1980 Children and Newspapers; (4) 1980 Older Adults, Older Readers: What We Know and Need to Find Out; (5) 1982, Weekday Reading Patterns: A Two-Market Study; (6) 1982, Teenage Newspaper Readership.

1982 - AUDITS & SURVEYS FOR THE NEWSPAPER ADVERTISING BUREAU - NATIONAL STUDY OF NEWSPAPER READING BEHAVIOR

National study among 1979 adults, concerning newspaper reading habits; claimed ad exposure by ad size, location in newspaper, retail vs. national, and other characteristics; advertising and editorial content preferences. Published by the NAB in several reports, including (1) 1984, Meeting Readers' Multiple Needs: Content and Readership of News and Features in the Daily Press; (2) 1984, Newspaper Pages, Ads and Readers.

1984 - NEWSPAPER ADVERTISING BUREAU - KEY FACTS ABOUT NEWSPAPERS AND ADVERTISING

Compilation of information about newspapers, including audience estimates, reach and frequency data, and reader attitudes/perceptions. From various studies conducted by the NAB and from syndicated sources.

1984 - PARATEST MARKETING FOR NEWSPAPER ADVERTISING BUREAU - CLASSIFIED ADVERTISING: READERSHIP AND USE AMONG PURCHASERS OF GENERAL MERCHANDISE AND RECREATION AND LEISURE ITEMS

Report of mail study conducted among national sample of households concerning products in 16 categories in the past six months. 6,759 completed questionnaires were returned. For products purchased, respondents were asked: whether they had checked the classified section before buying; followed up classified leads; and gotten to the store or person bought from through the classified section. Key findings: 85% of purchases were through dealers, 15% through private sellers. Four out of 10 purchases from dealers involved initial check of classified section; this varied by product category, from 30% to 70%.

1987 - RESPONSE ANALYSIS CORPORATION, FOR THE NEWSPAPER ADVERTISING BUREAU - 1987 NEWSPAPER READERSHIP STUDY

Comprehensive personal interview study of newspaper reading behavior, attitudes, opinions and general use of other media. Based on national probability sample of adults 18 and over. Conducted in October 1987. Completed interviews obtained with 2,049 adults, 47.8% of sample. Results are reported in series of reports including: (1) News and Newspaper Reading Habits; (2) How Consumers Read and Use Newspaper Advertising/ A separate, detailed methodological report is also available, including questionnaires. Some key findings: Among total adults: 49% are frequent newspaper readers; 36% are infrequent readers, 15% are non-readers. 85% read at home. 69% of newspaper reading is in the morning, 34% in the afternoon, 33% in the evening. 54% of newspaper readers also read one or more newsweekly magazines; 13% subscribe.

1988 - LEO BOGART AND B. STUART TOLLEY, NEWSPAPER ADVERTISING BUREAU - THE SEARCH FOR INFORMATION IN NEWSPAPER ADVERTISING - JAR APRIL/MAY 1988

Discussion of the newspaper reading process and ad readership/performance based on findings from three small-scale studies in which reading behavior was analyzed based on videotape records, brainwave measures, and eye camera tracking. Analyzing these studies in the framework of other ad performance research, the authors stress the importance of understanding the newspaper reading, "information search" process to better understand how newspaper ads work.

1989 - NEWSPAPER ADVERTISING BUREAU - DAILY NEWSPAPER PAGE OPENING, PAGES AND SECTIONS USUALLY READ

Based on SMRB syndicated data from the Study of Media and Markets. Estimates of "generally read or look at" for ten sections of the daily newspaper including Business/Finance, Classified, Comics, Editorial Page, Entertainment, Food/Cooking, General News, Home Furnishings/Garedning, Sports, TV/Radio Listings. Reported for total adults, and for men and women separately.

1989 - TIMES MIRROR - THE PEOPLE AND THE PRESS, PART 5

The purpose of this study was to assess attitudes toward the press among the general; public, members of the press, the academic community, business leaders and government leaders. Based on interviews conducted by the Gallup Organization. This study is part of a public opinion research program started by the Times Mirror company in 1985.

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