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ERIC Number: ED282247
Record Type: Non-Journal
Publication Date: 1987-Aug
Pages: 13
Abstractor: N/A
ISBN: N/A
ISSN: N/A
EISSN: N/A
Subscriber Behavior and Attitudes One Year after PM-AM Conversion.
Rarick, Galen R.; Lemert, James B.
Because newspapers have begun switching from evening to morning publication with increasing frequency, a study investigated subscriber response to change in publication time and in subscriber behavior over time. In follow-up to an earlier study on subscriber reactions to the conversion to morning publication of the weekday Eugene (Oregon) "Register-Guard," 175 adults were interviewed a year after the changeover. Results indicated that a pattern of increased reading during the morning continued to grow, although total reading time decreased. At the same time, readers watched less television news, perhaps because afternoon newspapers put readers into a "news mood" that conditions them also to turn on television news in the early evenings. Time spent listening to radio also dropped, possibly because morning newspapers answered questions about the weather and sports that must be gleaned from radio otherwise. Subscribers said they were more likely than before the changeover to reread an issue, while attitudes toward morning versus evening publication and freshness of local and nonlocal news were split. Ratings of the newspaper and of network TV news did not change significantly either. Not quite half of the respondents could think of benefits that the morning paper had brought them and they were split again on whether it was easier to take advantage of advertisements in the afternoon. Blue collar workers were less accepting of the morning paper than were other people. (SKC)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Oregon
Grant or Contract Numbers: N/A