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Pattern of Newspaper Readership: A Korean Case
Auh, Taik Sup 연세대학교 동서문제연구소 1981 東西硏究 JOURNAL OF EAST AND WEST STUDIES Vol.10 No.1
This report reviewed some new trends and techniques in newspaper readership research and offered some suggestions for what editors can do to make their newspapers more appealing to their readers. It was argued in the paper that simple readership percentages should not be used as the sole judgmental criterion in deciding which items to push and which to drop. Factor analysis should be employed to find out which items cluster with other items before deciding which ones to cut back or drop. Another model for deciding what to inclued in a newspaper is Philip Meyer's "prioritization" model. The model combines a measure of interest in various subjects with a measure of whether or not such interest is associated with reading the newspaper. Meyer's model looks like this : Meyer argues that subjects in category A, which have relatively high levels of interest and a positive association between interest and readership of the paper, should be watched carefully because they could represent small but important market segments whose coverage should be, at the very least, maintained. Finally, Meyer advocates passing over subjects in category D, where interest is low and what interest there is has little or no asociation with reading the newspaper To draw a comparision with the Meyer's model, the McCombs model looks at readership patterns to infer whether a certain subject is drawing people to newapaper. The Meyer model directly measures the association between interest in a subject and newspaper readership. Future readership studies may utilize both the McCombs and Meyer models in deciding what to cut back or eliminate. That is, one could use the McCombs method to identify which items have low readership and are usually read in combination with other items, and the Meyer method to check on the level of interest in these items and whether this interest is associated with reading the newspaper.