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eu/en/case-studies/p/category/print-media-research - case study

Types Of Media
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Types of Print Media: Newspapers: Newspapers are the most popular forms of print media. The advertiser in this case can choose from a daily newspaper to a weekly tabloid. Different types of newspaper cater to various audiences and one can select the particular category accordingly. Advertisers then design press advertisements where in the size is decided as per the budget of the client. Magazines: Magazines also offer advertisers an opportunity to incorporate various new techniques and ideas. Magazines are one such form of print media that give a more specific target group to the client. The client can make a choice of the particular magazine as per the product. Newsletters: Newsletters also form an important part of print media. These target a specific group of audience and give information on the product. Brochures: Brochures give detailed information about the product. These are mainly distributed at events or even at the main outlet when a consumer needs to read in detail about the product. Posters: Posters are forms of outdoor advertising. The message in a poster has to be brief and eye catching as it targets a person on the move. Apart from these media, direct mail marketing, flyers, handbills/leaflets, banner advertising, billboard advertising, press releases etc are all the various types of print media.

10 Readership Research This book is primarily about how to do research into radio and television audiences. However, I believe audience researchers know about readership research and how to do it. They may have occasion to include some research into the use of newspapers and magazines in research about TV and radio. Moreover, there is a danger in always treating radio and TV consumption and use as something entirely separate from other media. Reading, listening and viewing are different activities, but they do overlap. People read newspapers, watch television and/or listen to the radio to be informed, entertained, follow their favourite football team, learn about new films, follow fashion or popular music and much else besides. There is much in common between the various media. They each may carry news, comment, entertainment, sport and a lot of other popular content. Some carry material designed to appeal to minority interests

and tastes. Most of them carry advertisements. The other thing they have in common is that there is demand for research data about who reads what, when, how often and what they think of what they read. This demand comes mainly from the advertisers but newspaper and magazine writers, journalists, editors and managers are also interested in the behaviour, reactions and motivations of readers. When there is no research into readership of magazines and newspapers, the only way an advertiser can evaluate a purchase of space for an advertisement is from publishers claims. In some countries this is still all that there is. Publishers will usually tell advertisers how many copies they print. But there is often a large gap between what is printed and what is sold. And publishers are in no position to tell us anything about how many people read the paper or magazine or what kinds of people they are. This is not to say that print and sales figures are of no value. Publishers usually keep a good record of how many papers they print and how many they sell. They can usually also show you something about the geographic distribution of sales. They will also know how sales can rise and fall with changes in content. For example, in some countries the publication of examination results at certain times of the year substantially increases sales, as also may a major news story or a special popular feature. Publishers usually have enough experience from the past to be able to 186anticipate such occasions and increase the print run. This kind of information can be useful but it is neither reliable nor comprehensive. Publishers will often claim how many readers per copy they have. But without reliable and regular research such claims are suspect. Exercise

Contact local magazine and newspaper publishers and find out what they say about their publications. What claims do they make about sales and distribution and on what do they base these claims? Ask for an advertising rate sheet and note what it says about sales and readership. The quantitative methods used to measure readership are based on the same principles as those that have been described for measuring television and radio audiences. The main method used to measure readership is the face-to-face interview in a general adult population survey. The measure in most common use in many countries is Average Issue Readership (AIR) which is an estimate of the number of people who will have read on average an issue of a newspaper or magazine. Various methods are used to achieve this. The more common approach is to read out a list of magazine or newspaper titles, sometimes with a show card reproducing the images of the title or front pages. Respondents are then asked when they last looked at or read any issue. Michael Brown, a leading expert in this field, describes how an AIR estimate is then made: The number claiming contact within a period of time preceding the day of the interview and equal in length to the interval between successive issues (the previous seven days, for example, in relation to a weekly magazine) is taken as an estimate of AIR. This technique is usually referred to as the recent reading (RR) method. 1 This system is in widespread use in many parts of the world. The main problem is that people may not always remember accurately what they read or when they last read it. Another method is to ask respondents about what they read yesterday. This method

enables comparisons to be made with other media contact, including radio and

1 Michael Brown, Media Research , in Robin Birn, Paul Hague and Phyllis Vangelder, A Handbook of Market Research Techniques, London: Kogan Page, 1990, pp.334 345. 187television use. It does not make such great demands on memory as the previous method described here. It also fits in well with radio and television measurement and enables a fair comparison to be made between different media. However it does require very large daily samples to be taken for accuracy, especially if we are measuring readership of weekly and even more so of monthly publications and it probably causes under-estimates of readership of non-dailies. Reading frequency is also often measured in surveys. Respondents are asked to estimate how often they read a particular publication by asking them to answer a question which gives a scale with labels such as most issues or at least once per week (for a daily paper) or occasionally . Questions may be phrased to pick up habitual behaviour or they may relate to a fixed period such as within the last month . The problem with such questions, like the same questions with radio and television, is that people can tend to over-estimate their frequency of readership. Questions can also be asked about how long respondents spend reading a particular paper or magazine. The problem with all these questions is making reliable and meaningful comparisons with other media. Readership research depends very greatly on respondents own version of what they do. With radio and television research the same often applies, as we have seen with many of the methods used. However there is no equivalent with readership research to the peoplemeter method now extensively used to measure TV viewing in most developed markets. These measure not what

people say they watch but what actually happens with TV sets in people s homes. Just as questions about both broadcasting and print media may be asked in face-toface interviews, both media may be included in a self-completion diary. Indeed it is quite common for a diary primarily used for radio or TV audience measurement to include questions which ask the respondent to record his or her newspaper or magazine readership each day. The main purpose is to compare the use of different media

Types of Print Media Research Readership Research Readership Profiles Item-Selection Studies Aided recall Tracking studies Reader-Nonreader Studies Uses and Gratifications Studies Editor-Reader Comparisons Magazine Readership Research More Types of Print Media Research Newspaper Management Research Typography and Makeup Research Readability Research Fog Index SMOG Grading And Flesch History of Small-Sample Statistics William Gossetts The probably error of the mean (1908) and students t-test Sir Ronald Fisher likelihood (probability at the .05 level) and ANOVAs F-score In 1933 Fisher became the Galton Professor of eugenics at University College Eugenics http://www.eugenics-watch.com/roots/chap02.html Galton defined his new word this way: "Eugenics is the study of agencies under social control that may improve or impair the racial qualities of future generations, whether physically or mentally." In 1905, he wrote about the three stages of eugenics at first an academic matter, then a practical policy, and finally "it must be introduced into the national consciousness as a new religion."

Parametric and Nonparametric Statistics Can the samples statistics be generalized to the populations parameters? Only if interval-level data are used because they assume the normal distribution.
The term Readership has been historically applied to readers of newspapers, magazines and trade journals. However, it can just as easily be applied to a variety of new media channels many websites, for example, have a readership (or perhaps one might even say an audience if they have a strong film/video clip content). Nevertheless, there are a variety of things that those who advertise in such media, not to mention the publishers themselves, would need to know. At a basic level its important to know who would read the content - how many people, who they are and what their profile is. This is all good stuff but it is nevertheless only part of the story. There are a lot of other questions you might wish to investigate in order to obtain a more detailed understanding of precisely how these people use a particular media source:

y y y y y y

What do they actually read within a magazine/website? Why do they read it what are they actually looking to get out of it? What interests them? What do they ignore? What do you need to do to get them to read something rather than ignore it? What kind of messages/images are they likely to respond to?

Herbert Lee Williams defines Research as the act of probing for accurate reliable useful information and of organising that information so that sound conclusions can be drawn. Research can be simple and inexpensive or elaborate and costly. Need for Research To Promote authenticity and credibility To acquire legal protection To generate goodwill To facilitate investigative journalism To facilitate self appraisal To improve marketing potential To support sales promotion efforts

Types of Research News Media / News Paper Research can be broadly classified into 3 broad categories

such as:1Research about the market. Market Research helps the unit as stated below : To indulge in self appraisal and estimate its position in the news industry. To identify market potential and threats. To understand the requirements of Advertisers and to provide them with details. To facilitate the emergence of new ideas. To understand Dealership problems and potential To foresee the threat of competition and overcome it. To facilitate Developmental journalism. To identify the scope for investigative journalism. To enable the creation of Readers / consumer panels To generate content for feature writing. To plan for growth and expansion.

2 Research about the News Media / News paper. Research about the News Paper may be conducted from various angles. a) On publication aspects:- This kind of research based on content analysis . It is conducted through a questionnaire. b) On circulation aspects:- It is carried out for legal purposes as well as to provide information to advertisers. c) On public acceptance / goodwill aspects:- It is carried out with the help of assisted recall method. d) On technical aspects :- It facilitates the evaluation of technical and professional excellence, leading to quality improvement.

3. Product Research. Product research is the latest development in News Paper research.It provides vital information to the manufacturers about the acceptance of a product in a market. The news paper Readers Panel provides a continuous feed back to the manufacturers by maintaining consumer diaries.

Problems in Research Identification of the target audience Difficulties in gathering demographic data Geographical hurdles Psychological hurdles. Socio legal hurdles Political hurdles Cultural hurdles.

Research sources The Secondary research sources may be listed as below:28 Indian universities have Departments of Journalism which publish research findings. Indian Institute of Mass communication. Dr.Rajendra Prasad Institute of communication studies. Press Institute of India

Research and reference Division of the Ministry of Information and Broadcasting. National Documentation centre on Mass Communication, 1976. Department of Audio Visual Publicity and Research (DAVP). On line search engines, portals, blogs.

Free community papers, also called shopper s guides,

penny

savers, or free papers, are advertising publications either distributed without charge to almost every household within a community area or free to be picked up at a paper rack. 1 Publishers of free papers rely strictly on advertising income for profitability. Compared to paid daily and weekly newspapers, free papers often are smaller and provide proportionally more advertising information. 2 While paid daily newspapers enjoy the reputation as one of the most favorable media, 3 free papers have long been criticized as junk papers. 4 Some critics believe that free papers are an endangered species due to the rapid development of new communication technologies, fierce competition from weekly paid newspapers, and aggressive buyouts of free papers by daily newspapers. 5 Contrary to this prediction, the free paper industry has not only survived this intense competition, but also has continued to grow steadily. The exact number of free papers is difficult to ascertain; yet an estimate suggests about 3,200 publications in business.

6 The circulation of free papers in 1968 was estimated at 30 million. It reached 88 million The free paper is a convenient and relevant advertising information source, performing the functions of providing surveillance information and product values to consumers. Several market segments with varying market attributes are identified as heavy readers of the free paper. Based on the theoretical framework of uses and gratifications, a multivariate model helps to explain readership. Readership of the free paper increases as age increases, as involvement in some leisure lifestyles increases, as more favorable attitude toward the free paper increases, and as the value of information on homes and equipment and on food and supplies increases. James C. Tsao is associate professor and chairman, Department of Journalism, and Stanley D. Sibley is professor of marketing, School of Business and Administration, at the University of Wisconsin-Oshkosh. JOURNALISM & MASS COMMUNICATION QUARTERLY 766READERSHIP OF FREE COMMUNITY PAPERS 767 by 2000, four times higher than that of paid weeklies and outnumbering that of all daily newspapers. 7 While the free paper industry takes pride in being the only possible direct print competition 8 to paid weekly and daily newspapers in local markets, some major concerns have been raised by the industry. At

the core is the lack of advertisers recognition. 9 National advertisers rarely choose the medium to reach consumers, even though free papers provide a source of free advertising information to consumers. 10 While local advertisers consider paid daily newspapers as the most effective advertising medium, their usage rate of free papers is often the lowest among all advertising media. 11 These issues raise several fundamental questions. Who reads free papers? Why do they read them? What is the readership profile of free papers that has contributed to their growth? The purpose of the current study is to reduce the research gap by analyzing the readership profile of free papers. This study is significant to both practitioners and scholars. Practitioners ask for accountability when making decisions on media planning. The lack of research on free papers inhibits practitioners from understanding the value of this advertising medium. 12 An empirical and objective analysis of the readership of free papers could help media planners understand the role and positioning of the free paper in the media mix to achieve their advertising objectives effectively. To scholars, the study provides a starting point to build a model on

the readership of free papers. Academic researchers have studied local media from different perspectives, including community involvement, 13 media economics, 14 and newspaper readership. 15 However, most of the studies focused on the topics of paid dailies and weeklies. The current study adds a new angle to the media research stream by analyzing free papers as a local advertising medium. Specifically, the model of uses and gratifications is applied as a theoretical foundation to understand why free papers are read and to what extent these publications fulfill the needs of their readers. The Free Paper Industry. Although free papers appeared sporadically in the United States in the early 1900s, it took a long time for them to become a competitive and mass medium. 16 By the 1950s, many free papers began to appear and develop close ties with local communities in areas where paid weekly and daily newspapers already had built strong footholds. 17 In the 1970s, the fierce competition for advertising dollars in many markets resulted in the establishment of new free papers by paid weeklies and buyouts of free papers by daily newspapers.

18 Several movements emerged during this competitive era. 19 First, the quality of free papers improved as the circulation of paid newspapers declined. Second, the expansion of the personal nonpostal delivery system by free papers reduced the importance of the Second-Class mailing cost advantage claimed by paid newspapers. Third, free papers increased their circulation, making them a more competitive advertising medium. Literature ReviewIn addition, economic and sociological factors contributed to the development of the free paper industry. First, the low cost of advertising rates for free papers compared to those of daily newspapers has been a competitive advantage. The impetus for publishing free papers in their early history was to fulfill advertisers need for a low-cost advertising medium. That still is evident today. 20 Second, since the 1960s the population growth in suburban communities, coupled with the increased buying power of these consumers, has made this group a major market segment by itself. Suburban consumers also represented the most important readership of newspapers and free papers. 21 Lastly, as more females became employed outside the home and as more live alone or just with children, their role has changed dramatically. Females

have taken a greater role in decision making, have sought more information on making product and service choices, have used advertising information effectively, and have become more efficient shoppers. 22 Do people seek advertising messages in free papers to fill in their information needs? If so, what circumstances would make people choose them as a source of advertising information? One approach to answering such questions is the model and research on uses and gratifications. The uses and gratifications perspective has been considered an axiomatic theory in that it is readily applicable to wide ranging situations involving mediated communication. 23 The model assumes that audiences are active communicators with self-aware needs, motivating them to choose media content instead of experiencing incidental or passive media exposure. 24 It also assumes that media usage competes with other bases of need gratifications. 25 More specifically, the theory is used in this study to examine what readers do with free papers rather than what free papers do to readers. 26 Although the concept of uses and gratifications provided many promises to communication research, it has been criticized for being vague in theoretical development and short of in-depth findings due to methodological shortcomings.

27 It has been argued that the theoretical framework lacked a broader model, one that might include lifestyles and activities to explain the complex role of media uses and gratifications. 28 The early research of uses and gratifications focused mostly on media effects of quiz programs and soap operas, 29 radio music, 30 and newspaper reading. 31 As the theory gained acceptance, the paradigm shifted to the functional approach studying the communication process from the audience s perspective rather than from the communicators viewpoint. 32 Previous studies provided a general framework on firstorder gratifications sought from the mass media, such as surveillance, entertainment, and parasocial interaction. 33 However, Swanson discussed the need to study second-order gratifications, which are individual differences resulting in particular gratifications from message content. 34 Swanson s position is applicable to examining free papers for

being considered not only a print medium, but also a medium offering 768 JOURNALISM & MASS COMMUNICATION QUARTERLY Research in Uses and GratificationsREADERSHIP OF FREE COMMUNITY PAPERS 769 largely advertising information. The second-order gratifications involving message content appear relevant to the focus of the present study. Advertising Applications in Uses and Gratifications. The concept of uses and gratifications has been applied to advertising research. At the societal level, Rotzoll, Haefner, and Sandage suggested that prospective buyers presumably can accept, reject, or ignore, thus directing the flow of societal resources through the full meaning of consumer sovereignty. 35 In other words, consumers do not passively take advertising for granted. Instead, they choose advertisements that they desire to perceive, especially if the advertisements could fulfill aesthetic, emotional or intellectual 36 expectations. In such cases, an advertisement is valuable only if the message is meaningful. Therefore, it might be more helpful to think less about what advertising does to people, and more about what people do with advertising. 37 Several studies supported the conclusion that consumers were active and expectation-driven when encountering advertisements. Plummer presented an advertising communication model emphasizing

audience contributions to advertising outcomes. 38 Factor analysis revealed seven dimensions of viewing responses to television commercials: entertainment or stimulation, irritation, familiarity, empathy or gratifying involvement, confusion, informativeness or personal relevance, and brand reinforcement. 39 Schlinger tested how people feel after watching television commercials. 40 The results were similar to Plummer s findings. Entertainment was the leading factor, followed by confusion, relevant news, brand reinforcement, empathy, familiarity, and alienation. Crosier 41 offered seven types of satisfaction with advertising exposure: product information, entertainment, implied warranty, value addition, post-purchase reassurance, vicarious experience, and involvement. Alwitt and Prabhaker and O Donohoe 42 provided more consumer insights toward advertising. Their studies showed that attitudes toward television commercials were related to the functions served by advertisements, including hedonic, knowledge, social learning or contact, and value affirmation. Using qualitative methods to study advertising classification, O Donohoe revealed six categories of advertising consumption: marketing uses, structuring time, enjoyment, scanning the environment,

social interaction, and self-affirmation/transformation. These categories have much in common with those rooted in media research of uses and gratifications. As such, O Donohoe suggested, advertising seems at least as fruitful an area for the application of uses and gratifications theory as any other element of the mass media. 43 Advertising of Weekly and Daily Newspapers in Uses and Gratifications. The advertising functions provided by weekly and daily papers are relevant to free papers because of their similarities, including overlapped readership and perceived favorability by their readers. Newspaper advertising was considered more favorably than any other type of content; however, half of newspaper readers spent more time reading news than reading advertisements. 44 Research also showed that newspaper advertising not only was considered more useful than anyother newspaper content, 45 but also enjoyed the highest readership of any kind of information content. 46 Abrams, Kaul, and Ma found a strong relationship between the perceived values of advertising and of news messages. 47 As the perceived value of advertising increased, so

did the attitude toward the news, especially with middle- and lowerclass readers. Newspaper advertising primarily provides readers two functions: surveillance and interaction. Surveillance can be identified when readers of daily newspapers consider advertising as a source of local news. 48 Readers may decide what to purchase, how to arrange their free and shopping schedule, and how to use other opportunities after reading newspaper advertisements. 49 This finding was reinforced by classified advertising being rated the highest in readership of any type of newspaper information. 50 In addition, newspaper advertising, as well as freepaper advertising, informed readers of social standards and norms of the local environment. 51 For example, fashionable apparel advertisements from a local department store often can create an idea of what is suitable and conventional to wear in a community. 52 Interaction is a subtle function. Research shows that the behavior of reading newspaper advertisements can be explained by the concept of interpersonal interaction. 53 Readers use information learned from advertising to interact with the social environment. Young adults often used advertising as subjects in social exchanges that may not be relevant

to the advertised product. 54 The overall conclusion from these studies is a pattern of readership segmentation for advertising usage ranging from low to high readers. Readers have been active and selective about advertising content. 55 However, more variables are needed to help explain uses and gratifications of advertising readership of free papers as a source of advertising information. One criticism of previous studies on uses and gratifications was the lack of a broader scope, including demographics, when explaining media or advertising usage. 56 However, demographics have been used to explain the uses and gratifications of newspaper advertising. Gender was found to be a strong variable explaining the readership of three product types of advertising: automobile, grocery, and department store. Automobile advertisements attracted primarily males interest, while grocery and department store advertising significantly appealed to females. 57 Moreover, those with lower social economic status and living in suburban and rural areas were more interested in newspaper food advertisements than households with children, of singles, and of the elderly. 58 Gender and age also predicted attitudes toward news and advertising. Female readers perceived advertising to be more valuable than

news, while older readers rated news to be more useful than advertising. 59 One study on healthcare and direct-to-consumer advertising for prescription drugs found that females used a variety of print, broadcast, 770 JOURNALISM & MASS COMMUNICATION QUARTERLY Conceptual FrameworkREADERSHIP OF FREE COMMUNITY PAPERS 771 and Internet media sources for advertising information to make decisions. 60 Females with an age of 45 years or older rated prescription drug advertisements higher in believability and understandability than other advertising. The females also had higher usage of newspaper and magazine advertising than other media advertising. 61 Moreover, there was a positive relationship between demographics of a local community and attitudes toward advertising perceived by practitioners. 62 According to these research conclusions, it is reasonable to believe that there would be relationships between the free-paper readership and demographic characteristics. Therefore, the first alternative hypothesis was: H1: The relationship between the readership of free papers and demographics would show differences. Katz, Blumler, and Gurevitch suggested that the media compete with other sources of need satisfactions [A] proper view of the role of the media in need satisfaction should take into account other functional

alternatives including different, more conventional, and older ways of fulfilling needs. 63 In light of this view, leisure activity fulfilling various need satisfactions is an appropriate variable to be included in the equation. Suggested also by the bioecological theory of the niche, individuals have limited amount of time to spend on different activities. 64 Free papers compete for the consumers pool of audience attention in the community of media ecology. As such, it was logical to predict that consumers engaging in leisure activities seek information on products and services associated with their activities. Leisure activities as a part of audience lifestyles have been addressed in studies of consumer behavior 65 and readership involvement. 66 Leisure behaviors not only changed across the life spans of consumers, 67 but were also often displaced by media use. 68 Different leisure activities were shown to be associated with attitudes toward advertising. 69 Free papers are a print medium providing advertising information to readers who might have different interest areas reflected by their

leisure activities. The variety of information published in free papers suggests that the readership of this medium as a source of advertising information may be explained by segments of consumers engaged in specific leisure activities. Therefore, the second hypothesis was: H2: The relationship between the readership of free papers and leisure activities of readers would show differences. Advertising has been described as salesmanship in print. 70 The mission of salesmanship is especially applicable to free papers that publish classified and local advertisements primarily promoting product attributes instead of brand images. Schudson concluded that the connection between classified advertising and consumer contact directly influenced buying decisions. 71 Rotzoll, Haefner, and Sandage supported theconcept that consumers were active information seekers who were able to sort out many competing messages before making purchasing decisions. 72 Plummer provided a theoretical view of communication by describing the relationship of audience choices to product purchase stimulated by advertising. 73 As suggested by the model on uses and gratifications, the authors shared the same view of the direct impact of advertising on buying decisions of information seekers.

Several studies supported the view of advertising exposure contributing to purchasing experience. O Donohoe showed advertising fulfilling the need of product information, consumption stimulation, and

value addition. 74 The direct relationship was even more evident when subjects were analyzed in experimental settings, showing that advertising exposure set an agenda for product trial processing. 75 Furthermore, in the readership survey of a small daily newspaper, Griswold and Moore revealed that different types of advertising usage resulted from various needs. 76 Use of grocery ads appeared to be role-specific, while use of classified ads seemed to be situation-specific. 77 These studies suggested that there was a direct relationship between advertising and product purchases. As such, the third hypothesis was: H3: The relationship between the readership of free papers and product information would show differences. McQuail believed that one of the reformed premises in uses and gratification is that a particular type of media information has meaning that can be perceived positively or negatively. 78 This simple suggestion provided a clearer research mission: traits of media or information can be identified and subjects can answer how they rate each

attribute as they apply it to specific media and content. McQuail developed fourteen categories of motives for using the media and satisfactions from having used the media; examples included getting information and advice, reducing personal insecurity, filling time, finding support for one s own values, having a substitute for social contact, and acquiring a structure for daily routine. 79 Consistent with McQuail s suggestions, O Donohoe developed twenty attributes in the six categories to explain advertising uses and gratifications. 80 Moreover, previous studies on newspaper and advertising found various types of needs for reading news and advertisements. 81 Therefore, the first research question asked: RQ1: What are the attitudes toward free papers? Research on advertising readership can be enriched when analyzed from a multivariate perspective. This approach is especially meaningful for free papers because they are an advertising medium that should be interrelated with various consumer perceptions and behaviors. Therefore, the second research question asked: 772 JOURNALISM & MASS COMMUNICATION QUARTERLYREADERSHIP OF FREE COMMUNITY PAPERS 773 RQ2: What model, including attitudes, demographics, leisure behaviors, and product information, can help to explain the readership of free papers? Readership of free papers (the dependent variable) was analyzed in terms of four sets of independent variables: demographic characteristics,

leisure behaviors, product information, and attitudes. Demographics. Demographic variables include age, gender, household income, personal income, marital status, number of children, and occupation. Leisure Behaviors. Respondents were asked to evaluate the extent to which they were involved in leisure activities in the past year. The activities were developed according to the categories in the studies of Danko and Schaninger 82 and Scott and Willitis. 83 The responses were measured by the perceived degree of involvement in each of 37 leisure activities on a 6-point scale ranging from None, Some, Very Low, Low,

High, to Very High. The Cronbach s alpha of the overall

response was .89. Product Information. Respondents were asked to rate free papers for advertising information to help them purchase the 20 types of products/services commonly advertised in free papers. The responses were measured by the perceived value of each of the product and service categories on a 5-point scale ranging from Very Low, Low, Some, High, to Very High (Alpha of the overall response was .93). Attitudes. Respondents were asked to indicate their motives and gratifications with free papers by specifying their degree of agreement or disagreement on 12 statements. The statements were measured on a 7point scale including Strongly Disagree, Disagree, No Opinion, Slightly Agree, Disagree, Slightly

Agree, and Strongly

Agree. The statements were modified according to the studies of McQuail 84 and O Donohoe. 85 Seven of the statements were worded positively, while five were worded negatively. The alpha values for the positive and negative responses were .86 and .76, respectively. Readership. The readership of free papers was measured on a 5point scale ranging from Hardly ever, Some of the time, Most of the

time, to Always or almost always. A separate category of Never was provided, but it was excluded from the data analysis. The mean was 3.64, while the standard deviation was 1.08. The cover letter and questionnaire were pre-tested with small focus groups and individuals with varied backgrounds. The survey materials included a pre-questionnaire notification postcard; the mailing package consisting of a cover letter, questionnaire, postage-paid business reply envelope, and one-dollar incentive; and a follow-up reminder postcard. These materials were pretested in one county in the sampled state, with 100 randomly drawn names from the telephone book. The pretest resulted in a 41% return rate of usable questionnaires by the cutoff date. The sample was a random selection of 5,031 households from a Midwestern state. A list broker supplied the mailing list. http://www.sapatoday.com/images/tsaoarticle.pdf http://www.scribd.com/doc/75148703/55/PARAMETRIC-STATISTICS#outer_page_9
Before partition, Lahore was the hub of print media and almost all the newspapers of the United Punjab were being published from there. After the holocast of partition, the press shifted to Jalandhar and started afresh with limited means. In a very short span of period the press stood on its feet and has now become very influential organ of public opinion.

Jalandhar City is the centre of print media. Many dailies and weeklies are published in various languages. Some of them are fine manifestation of journalism. The daily Ajit is a leading newspaper which has wider circulation and readership especially in the rural areas. Hind Samachar Group publishes Jag Bani in Punjabi, Punjab Kesari in Hindi and Hind Samachar in Urdu. These newspapers are also read by a large number of people. Amar Ujala and Dainik Jagran are published in Hindi. These two newspapers have included several interesting sections thus arousing the curiosity of public. Akali Patrika, Aj-Di-Awaj, Jantak Lehar are other dailies published in Punjabi. Milap in Hindi and Urdu, Vir Partap in Hindi are also published from Jalandhar. These newspapers have their news correspondents at the District, Sub- Division headquarters and also in small towns to get latest news. National newspapers like Times of India, Hindustan Times, The Tribune, Indian Express have posted their reporters here for collecting all local news. These newspapers are disseminating news and information to the people and are a great source of media to educate the people in the method of performing their civic duty. They are also playing a very positive role in strengthening the bonds of communal harmony and adopt an attitude of restraint in projecting views involving communal tension and disturbance.