Factors affecting newspaper choice

Abstract

Maintains that research in newspapers is mostly concerned with who reads a paper rather than why they make a particular choice. Believes that more emphasis should be given to the question‘why’ if development of marketing effectiveness is to be made. Specifies that increased competition between the various media and within each medium, combined with very rapid social change, has forced managements to take a much closer look at the reasons behind media choice. Concludes that it is apparent that the factors that affect newspaper readership and newspaper choice are many and complex.

Citation

Wilkinson, G. (1972), "Factors affecting newspaper choice", European Journal of Marketing, Vol. 6 No. 2, pp. 107-116. https://doi.org/10.1108/EUM0000000005130