The Nonreader Problem: A Closer Look at Avoiding the Newspaper

Jeremy Harris Lipschultz

6 citations0/0 files storedNewspaper Research Journal

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Media Studies and Communication Journalism and Media Studies Media, Journalism, and Communication History

Abstract

Why do some people avoid reading newspapers? Are their reasons different from those of regular readers? Findings from a survey suggest responses to a sample of avoidance statements by readers are more clearly defined than those of nonreaders. This study also raises questions about distinguishing between “regular” and “casual” readers, as findings provide only limited support for the use of “casual” readers in future research. Further development of avoidance gratification theory might help newspapers convert nonreaders to future readers.

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1964Work and motivation 1963An Investigation of the Relationships between Beliefs about an Object and the Attitude toward that Object 1984MERGING USES AND GRATIFICATIONS AND EXPECTANCY-VALUE THEORY 1979Measurement of Gratifications 1982GRATIFICATIONS SOUGHT AND OBTAINED IN PROGRAM DEPENDENCY 1979The Continuing Evolution of the Uses and Gratifications Approach 1964A Profile of the Daily Newspaper Non-Reader 1960The Weekly Press' Contribution to a Sense of Urban Community

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