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Interactivity perceptions and online newspaper preference
Thijs Broekhuizen and Arvid Hoffmann, The Journal of Interactive Advertising, Vol. 12, Issue 2, Spring 2012
The present article examines the relevance and importance of perceived interactivity for online newspapers.
The present article examines the relevance and importance of perceived interactivity for online newspapers. A large-scale survey of online newspaper readers highlights the influencers and consequences of online interactivity in a real-life setting. Perceived interactivity positively influences online newspaper readers' flow experiences and quality of information processing, but only the latter consequence enhances online newspaper preference. Although interactive websites typically demand greater user skills and effort, readers with lower levels of online skills and need for cognition benefit more strongly from perceived interactivity, because perceived interactivity has a stronger effect on the quality of their information processing.
Advertiser Pressure and the Personal Ethical Norms of Newspaper Editors and Ad Directors
Gergely Nyilasy and Leonard N. Reid, Journal of Advertising Research, Vol. 51, No. 3, 2011, pp. 538-551
Newspaper journalists and advertising directors were surveyed to update and extend research on advertising pressure.
Newspaper journalists and advertising directors were surveyed to update and extend research on advertising pressure. Results reveal that: advertiser pressure is widespread in newspapers; despite economic threats, however, advertisers succeed with their influence attempts relatively infrequently; smaller newspapers do not differ much from larger ones with regard to any forms of advertiser pressure;advertising directors are more permissive in their personal ethical norms for handling advertiser pressure than editors;employees of small newspapers are not much more permissive in their ethical norms than those of large papers; and the amount of economic pressure a newspaper received (but not other forms of pressure such as influence attempts and acquiescence) is positively correlated with the permissiveness of media workers' personal ethical norms.
The March to Reliable Metrics: A Half-Century of Coming Closer to the Truth
Edith G. Smit and Peter C. Neijens, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 124-135
Reach and frequency are key concepts advertisers face when selecting media for their campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts.
Reach and frequency are key concepts advertisers face when selecting media for their campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts. In this contribution, the authors discuss the developments in audience research in three themes: (syndicated) audience research into readership of print media, ratings of television, and Internet, studies on the reach of individual advertisements, studies on the quality of reach, in particular the influence of the media context. The authors conclude with some suggestions: the need for cross-media data, the need for hybrid data collection that includes electronic and passive measurement of media use and the need for new metrics, such as measures of implicit processing of sponsored media content and measures of consumer generated brand communications.
Checking the Pulse of Print Media: Fifty Years of Newspaper and Magazine Advertising Research
Gergely Nyilasy, Karen Whitehill King and Leonard N. Reid; Insights from Scott C. McDonald, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 167-181
This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past 50 years.
This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past 50 years. Its purpose is not to present a scientific and in-depth analysis of every research article on newspaper and magazine advertising published since 1960 but (1) to identify key findings that advance the interface between the academic study and practice of advertising and then (2) to develop research-based recommendations to guide future researchers. Articles were categorized into major content areas (readership, recall and recognition, executional/stylistic components, social issues, cross-media comparisons, engagement, and media models), and key findings are reported. Future research issues are suggested to advance advertising research on the two media analyzed.
"Spiral of silence" in election campaigns in post-communist society: (A case of Belarus)
Oleg Manaev, Natalie Manayeva and Dzmitry Yuran, International Journal of Market Research, Vol. 52, No. 3, 2010, pp. 309-328
This article analyses the ‘spiral of silence’ as a mechanism of political communication in post-Communist Belarus in the cases of the presidential elections in 2001 and the general election in 2008, using methods of public opinion polls and content analysis of Belarusian state-run press.
This article analyses the ‘spiral of silence’ as a mechanism of political communication in post-Communist Belarus in the cases of the presidential elections in 2001 and the general election in 2008, using methods of public opinion polls and content analysis of Belarusian state-run press. The authors argue that the phenomenon of the ‘spiral of silence’ – a classic problem in political communication – has some important peculiarities in the case of authoritarian post-Communist societies. On the one hand, authorities use mass media as an instrument of political control, mainly control of public opinion, especially during important political campaigns (elections and referenda). On the other hand, post-Communist society has an ‘additional precondition’ for the effectiveness of this mechanism: contrary to democratic societies (in both developed and developing countries), people in this society have much less cultural and psychological heritage of resistance to pressure from the majority due to the dominance of the principles of collectivism and unity.
Digital versus traditional newspapers: influences on perceived substitutability
Carlos Flavián and Raquel Gurrea, International Journal of Market Research, Vol. 51, No. 5, 2009, pp. 635-657
In the newspaper industry there is a growing interest in the analysis of the duality of channels that distribute the latest news.
In the newspaper industry there is a growing interest in the analysis of the duality of channels that distribute the latest news. In this study we identify the main motivations that lead readers to read the press. We also analyse the influence of motivations on the degree of perceived substitutability between digital and traditional newspapers. First, a qualitative study was carried out in order to learn about this particular context of analysis in greater detail. Specifically, we held a focus group and a series of in-depth interviews. These analyses allowed us to identify the four main motivations to read the press: (1) to search for specific information, (2) to get updated news, (3) for leisure reasons, and (4) as a habit. Subsequently, a survey was applied to a representative sample of users and several hypotheses were tested with a binary logistic regression analysis. The results confirm that the motivation to search for updated news influences negatively the perceived degree of substitutability between channels (readers prefer the digital channel when searching for updated news). We also found that reading as entertainment or as habit led readers to consider both channels more ‘substitutable’. These findings suggest that both channels can survive alongside one another, avoiding cannibalistic effects, and that the newspaper industry should recognise the difference of the digital channel by paying more attention to its peculiarities.
Horse and carriage, moonlight and roses, sun and surf?
Neil Sharman, John Pawle and Peter Cooper, ESOMAR, Print Audience Measurement, LA, June 2003
This paper outlines a novel approach to researching a Surf washing powder promotional press ad that ran in The Sun newspaper in the UK.
This paper outlines a novel approach to researching a Surf washing powder promotional press ad that ran in The Sun newspaper in the UK. This ad campaign promoted a Golden Jubilee competition run by Surf. The issue being addressed was the extent to which the tone of voice and communications of the brand advertising was complemented by the tone of voice of the medium in which it was placed. Surf is a laundry brand positioned in emotional terms as a friendly, playful, extrovert, fun brand and the advertising execution was playful and humorous. The Sun as the most popular tabloid newspaper in the UK, is also positioned as playful, fun and extrovert. The question posed for research was the extent to which there was emotional synergy created by the media placement and whether this could be measured and indeed quantified.
Unveiling the true value of ads
Erik Wilberg and Staffan Hulten, ESOMAR, Print Audience Measurement, LA, June 2003
Taking the guesswork out of advertising audience measurements has been the wish of advertisers, media buyers and newspaper executives for many years.
Taking the guesswork out of advertising audience measurements has been the wish of advertisers, media buyers and newspaper executives for many years. Most of the time the measurements have been conducted on a street-based or telephone based interview, with high cost and a small number of ads. The use of the internet as a tool for collecting data on newspaper ad readership is a new development, showing good and stable results and giving insight into newspaper advertising readership that has never before been shown. Some of the results from a year long study of advertising readership in Sweden confirm the conventional thinking, while others are new and challenging – and most certainly will shed new light on the development of more effective ads and a more effective pricing structure. This paper shows the aggregated readership data for more than 160000 individual advertising observations over the years 2001 to 2003. This paper shows some results of newspaper advertising observation after age, color, placement in newspaper, editorial environment, left hand page/right hand page, and advertisement size.
Capturing the emerging zeitgeist
Lyn McGregor, Market Research Society, Annual Conference, 2003
This paper explores a major issue facing many brands and organisations; the need to stimulate fresh thinking and prepare for tomorrow's market.
This paper explores a major issue facing many brands and organisations; the need to stimulate fresh thinking and prepare for tomorrow's market. It shows how creative thinking and a successful partnership between client and agency teams can overcome some of the weaknesses of 'traditional' research methodologies. It also provides a practical demonstration of how innovative research techniques can be applied to deliver true insight and inspire the organisation to act. The authors discuss a 'thought leading' consumer insight project developed by Added Value and MGN that helped re-position The Mirror newspaper to meet both the current and emerging needs of its readers and unite the organisation behind a new vision for the brand's future.
Measuring newspaper reading during summer period via mobile phones
Lena Vogelius and Leif Widman, ESOMAR, Technovate conference, Cannes, January 2003
Historically it has been very difficult for newspapers to measure and analyze newspaper consumption and reading behavior during the summer period when many readers are on holiday.
Historically it has been very difficult for newspapers to measure and analyze newspaper consumption and reading behavior during the summer period when many readers are on holiday. With new data-collecting methods, using mobile phones, it can however be done in a very efficient and easy way. This paper briefly presents a study conducted in Sweden by Wireless Opinion on behalf of Dagens Nyheter, a leading morning paper.
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