In fall 2015, Scholastic, in conjunction with YouGov, conducted a survey to explore family attitudes and behaviours in India around reading books for fun. The key findings of this research, which are presented in this report, are based on a sample of 1,752 parents and children, including 350 parents of children aged 0-5; 701 parents of children…

Examines why people choose a particular medium, by testing a causal model of magazine exposure and appraisal with readership surveys of two magazines distributed by the U.S. Information Agency in India. Found that utility had the strongest relationship with both exposure and appraisal, while communication potential had a negative relationship. (PD)

Before launching any publications, a newly formed publishing company in New Delhi, India, surveyed its potential readership to develop a demographic overview of the community, to determine patterns and preferences of magazine use, and to develop a profile of perceived and real readership needs. A questionnaire eliciting such information was given…