Magazine Readership Patterns

Joseph O. Rentz · Fred D. Reynolds

8 citations0/0 files storedJournal of Advertising

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Journalism and Media Studies Media Studies and Communication Media, Gender, and Advertising

Abstract

A nationwide life style survey served as the basis for exploring women's magazine exposure behavior. Seven magazine exposure patterns were identified using factor analysis and interpreted on the basis of the common content of the magazines representing each pattern. Comparison of the findings of this study with prior studies suggested that media patterns are relatively stable over time.

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1974Book Reviews: Kerlinger, Fred N. Foundations of Behavioral Research. (2nd ed.) New York: Holt, Rinehart and Winston, 1973. 741 + xx pp. $13.95 1978Book Review: Research for Marketing Decisions 1974Life style and psychographics 1975Research for Marketing Decisions 1969A Taxonomy of Magazine Readership Applied to Problems in Marketing Strategy and Media Selection

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1994A Magazine Taxonomy Based on Customer Overlap

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