More and more, advertising revenue, not circulation or concern for the underdog, seems to be determining the content of American newspapers. As Americans moved to the suburbs, suburban newspapers sprang up, taking readers and advertising revenue away from metropolitan dailies. "Counterattacks" by metropolitan papers such as zoned…

Revealed a negative relationship to exposure to drug advertising and use of illicit drugs in the sample population. (KS)

Discusses how consumers interpret the complex stimuli presented by different television shows and by alternative products that might be advertised on such shows. (KS)

Describes the decline of direct newspaper competition in terms of the loss of effective newspaper market segmentation. Examines the following influences on market segmentation: shift in advertising demand, advertiser preferences for differentiated audiences, shift in subscriber demand, growth of alternative media, increasing production costs, and…

Three studies were conducted to replicate and extend research on advertisements for children on Saturday morning television, and during children's programs at other times. Resarch focused on amount and frequency of advertisements, as well as the types of products advertised. Study 1 concerned the Saturday morning time period, when children…

This paper reports the successive steps in the development of an adjective rating scale for measuring audience responses to short previews of coming films. Seven filtering steps were used to reduce an original list of 600 adjectives and adjectival phrases into a final rating scale with 101 words. From factor analyses of the responses of college…

This booklet was prepared by the Magazine Publishers Association as a guide to some of the available sources of information about consumer magazines. Some of the data provided by the services listed in this booklet are based on circulation audits, actual measurements of advertising space, or factual statements of procedure and mechanical details.…

Relates two proposed attributes of both television shows and commercials--content and style--to television commercial performance. (KS)

Reports that audiences found newspaper advertisements to be more useful than those appearing in other media and that the more exposure a person had to a given medium, the more useful s/he perceived its advertisements to be. (FL)

Major differences in results obtained from three audience measurement methodologies (telephone coincidental, multi-media diaries, and personal interviews with roster recalls) confirm the need for a new methodology or technique by advertisers and their agencies. (RL)

Concludes that frequent movie goers use previews more than any other information source as the basis of their selections. (FL)

Presents brief reports of research conducted in the following areas: media credibility, network television news audiences, influences of television newscasters' on-camera image, Blacks in introductory advertisements, children's television preferences, messages in Depression-era photographs, and journalism education issues covered in two…

The basic arrangements and practices of American broadcast audience research and measurement were established during the first decade (1920-29) of the field's existence, and were motivated by commercial and competing institutional concerns within the broader context of evolving forms of imagination and expression. A review of the evidence found in…

To determine consumer preference regarding four forms of mass communication, an 18-item questionnaire was devised that asked individuals where they sought information on national and world affairs, local events, entertainment, and shopping (advertising). Results from the 108 respondents in the random sample indicated the following: newspapers…