Word: readership
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Newspaper editors once printed what they thought their readers should know, which subscribers out of their obligation as citizens dutifully read. At least that used to be the theory. It is no longer. Worrying over the declining readership of newspapers, particularly among the young, the American Society of Newspaper Editors has been polling and studying what readers-and non-readers-think of newspapers. The result comes as a shock...
That sharp contrast also impresses Pollster Ruth Clark of Yankelovich, Skelly & White, who conducted readership surveys in twelve cities, and will summarize her findings to newspaper editors at the A.S.N.E.'s annual convention in New York City this week. Clark thinks readers wanted to know not just the grisly facts and exact body counts of the Jonestown cult death in Guyana but also how the reporter felt, so they could "share his experience." Such an attitude violates all the classic instruction of crabby editors to young cub reporters not to "get in front of the story...
...have been adding all those service features about what to eat and how to cope, which readers may like but newspapermen despair over. Another sign of the reader's "me" emphasis is a decided preference for local news. Yet, oddly enough, even though only a third of the readership follow national and international news closely, most readers seem to want it there on Page One and tend to resent front-page feature stories. Another third of the audience would read hard news more if it were summarized better, compartmentalized like a newsmagazine, and signposted like a supermarket aisle...
...would like to point out something to you. We have found through a survey that most Third World people and other progressive thinking students do not read your magazine because of the "master mentality" that you perpetrate. Thus your readership consists of people who either do not care about the questions of racism and oppression or actively condone them. Both types of readers are indeed racists. Your articles and pieces, supposedly humoristic, serve to reinforce this narrow-minded racism that appeals to and supports those reactionaries who cry "reverse discrimination." We are tired of being the victims of your sick...
...feet, he decided to lower the publishing frequency to twice a month and raise the price to $1.25. At the outset Look expects to sell 600,000 copies, less than one-tenth the 6.5 million total the old Look had when it folded. If things go according to plan, readership will swell to 1.5 million in three years, and the magazine will break into the black...