Presents weaknesses of past audience research in public radio, and describes a survey methodology for future effective analysis of public radio audiences. (CMV)

A study analyzed the attitudes of newspaper subscribers and nonsubscribers to determine whether the two groups were truly distinct, homogenous segments of the public or whether there were "atypical" subscribers and nonsubscribers. Data were gathered through telephone interviews with more than 1,000 adults in the southeastern United…

The first of two articles in this report offers a survey of how community ties lead to various psychological needs that are the motivation for newspaper reading. It identifies three distinct audience segments: the traditional audience, with permanent bonds to the community, whose need for information, guidance, and community surveillance leads to…

Since broadcasters are mandated by the Federal Communication Commission to ascertain community needs prior to applying for or renewing licenses, their concern for finding effective audience-analysis tools is generally great. This paper briefly surveys the research conducted on expression of opinion through viewer and listener letter-writing and…

Populations where free access is denied pose special problems to the survey researcher. In attempting to make general estimates of the size of the composition of the audience in the USSR to Western radio broadcasts, a simulation technique (Mostellerization) has been developed which provides estimates of underlying data from aggregate results. (PD)

Approximately 500 people participated in a study that examined the relationship between generalized uses-and-gratifications statements and specific magazine reading behaviors. The subjects responded to a telephone survey that elicited information concerning demographics, media usage, and reactions to 14 uses-and-gratifications statements that had…

A study was conducted to establish whether optimum editorial mixes (mixes of items selected from content categories determined from factor analysis) can be determined by publications editors in attempting to provide wide audience appeal with a minimum number of stories. A questionnaire was designed to determine employee opinions of the Tennessee…

Presents a study concerned with relating the understanding of the functioning of mass media, particulary television and newspapers, to the formation of public opinion regarding economic issues. Concludes that frequent exposure to news develops a false impression that the public understands more than they really do. (JMF)

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…

To identify the listening habits and preferences of the audience of a radio-braodcasting station, DXCD, in a rural area of the Philippines, a questionnaire-based survey was conducted. A total sample of 960 respondents was interviewed. The methodology of the survey is presented, and the demographics of the area described. Results are tabulated in…

A pilot project was undertaken to explore ways to profile public radio audiences inexpensively and simply. The major effort was through use of the station's monthly programing guide mailing list. Persons found in this list were interviewed and their listening habits compared with a general survey (baseline) group. The survey showed that public…

The responses of 36 publishers and editors of city magazines--magazines such as "Chicago,""MPLS," and "Texas Monthly" that are published primarily for a local or regional market--provided data for an analysis of the positioning of these magazines in the media marketplace, factors leading to their success, their…

An overview is presented in this paper of the types of qualitative radio and television evaluations currently being undertaken in six countries: Sweden, the Netherlands, France, Great Britain, Japan, and Canada. An introductory section notes the value of qualitative ratings to broadcast policy makers and to those seeking broadcasting changes, and…

This paper summarizes a series of studies undertaken by the United States Information Agency Service between 1970 and 1972 in Bolivia, Great Britain, Argentina, and Lebanon. The purpose of the research was to develop new techniques for analyzing the audiences of USIA periodicals. Survey respondents--all members of USIA priority audience…