MMC 3420 Chapter Notes - Chapter 13-16: Nielsen Ratings, Online Advertising, Audience Measurement
Document Summary
Newspaper and magazines were competing with tv and radio in the. Four different types of studies: readership, circulation, management, website usability (cid:1) Started right after wwii: george gallup organization. Readership became important in the 70s when metropolitan areas began to level off or decline: created surveys so they could detail what content needed to be published to keep interest. Phases of mass media research: phase 1: consists of studies that examine the media itself, including how it is similar or different from what already exists, phase 2: looks at users and uses of the new medium. Readership research composed of four types of studies: reader profiles, item selection tudies, uses and gratifications studies, journalist reader comparisons (cid:1) Traditional reader profile: provides a demographic summary of the readers of a particular online or print publications: example: gender, age, house hold income, education. For online newspaper and magazine reading: psychographic and life style segmentation studies: go beyond the traditional demographic portrait.
