무료신문이 유료신문 구독에 미치는 영향에 관한 연구 = Study on Impact of Free Newspaper on Subscription of Paid Newspaper

다국어 초록 (Multilingual Abstract)

After publishing of the Metro started in May 2002, there has been a wave of free newspaper published so far, and the number is still increasing. Growth of the free newspapers has negative impact, such as deterioration of the quality of media, and positive one, say increased subscriber base, simultaneously.
Thus, in this article, the correlation between what transformation the growth of free newspaper has brought into the newspaper market, and how it influences subscription of existing paid newspapers will be analyzed, and to advise the newspaper industry’s growth based on this, the following research issues are chosen.
1. What are the motives of usage and satisfaction rate of free and paid newspapers?
2. What correlation do vitalization of free newspaper and subscription of paid newspaper have, and what is the variable directly influencing subscription rate of paid newspaper?
3. What kind of threat does growth of free newspapers pose to paid newspapers?
4. What kind of relationship between free and paid newspapers is most proper for the sake of the newspaper industry as a whole?
As a result of the research, first, free newspapers are used for its free price and during commuting hours, and paid newspapers are read to gain accurate, professional and deep information. Also, paid newspapers fulfill the function of media such as depth, accuracy, opinion leadership and expertise, so has high satisfaction rate, but they are not satisfied by free newspaper’s media fuction.
Secondly, subscription rate of paid newspaper has decreased by 15% compared to before the emergence of free newspapers, but the reason for the decrease appears to be online news search and burden of subscription fee, so it has low correlation with free newspaper. And thirdly, after emergence of free newspaper, newsstand market has diminished, and it is expected that there would be a change in newspaper market such as low-quality media, so free newspaper might pose a threat to paid newspapers.
Lastly, free newspapers have specialized area in distribution area, quality and quantity of the contents, and subscriber group, and paid newspapers need to strengthen their media function by changing paper and improving the contents.
Thus, for development of newspaper industry, it is suggested that first, improvement of depth, expertise and discrepancy; second, recovery of credibility of the media institutions and news contents; and third, expansion of high-quality contents that can meet the multi-channel environment and fee charging of online contents to create new profit base.

목차 (Table of Contents)

• 제 1 장 서 론 = 1
• 제 1 절 문제제기 = 1
• 제 2 절 연구방법 = 4
• 제 2 장 이론적 배경 = 6
• 제 1 절 무료신문의 개념과 현황 = 6
• 1. 무료신문의 정의 = 6
• 2. 무료신문의 역사 및 현황 = 9
• 3. 무료신문의 유형 및 특성 = 11
• 제 2 절 무료신문 출현 이후의 신문시장의 변화 = 14
• 1. 신문 광고 시장의 정체 = 15
• 2. 신문시장의 재편 = 18
• 3. 가판의 추락 = 23
• 제 3 절 이용과 충족 이론 = 25
• 제 3 장 연구방법 = 28
• 제 1 절 연구대상 및 자료의 수집 = 28
• 제 2 절 측정도구 = 28
• 제 3 절 자료처리 및 분석 = 31
• 제 4 장 분석결과 = 32
• 제 1 절 표본의 인구통계적 특성 = 32
• 제 2 절 측정도구의 타당성 및 신뢰성 분석 = 34
• 제 3 절 신문 구독 현황 = 36
• 1. 유료신문 구독 현황 = 36
• 2. 무료신문 이용 현황 = 39
• 3. 유료신문과 무료신문의 비중 = 43
• 제 4 절 무료신문과 유료신문의 이용동기와 만족도 = 47
• 1. 무료신문과 유료신문의 이용동기 = 47
• 2. 무료신문과 유료신문의 만족도 = 48
• 3. 무료신문과 유료신문의 이용동기가 만족도에 미치는 영향 = 50
• 제 5 절 무료신문의 활성화에 따른 영향과 신문산업의 개선방안 = 52
• 1. 무료신문의 활성화에 따른 영향 = 52
• 2. 신문시장의 변화와 개선방안에 대한 인식 = 68
• 제 5 장 결 론 = 76
• 제 1 절 연구결과의 요약 = 76
• 제 2 절 결론 = 80
• 제 3 절 연구의 한계점 = 86
• 참고문헌 = 88
• ABSTRACT = 93