Qualitative Media Measures: Newspaper Experiences

Abstract

We seek to understand the experience of reading a newspaper. Qualitative and quantitative research methods identify 44 distinct dimensions of the newspaper reading experience. Using statistical models, these experiences are compared across a random sample of 101 daily U.S. newspapers to examine the extent that the experiences vary both across newspapers and among readers of a specific newspaper. Also, hierarchical linear models are used to study the association between readership and each of the 44 experiences. This shows which experiences have the strongest associations with readership and whether the strength of association varies across newspapers. By measuring experiences, media management can improve both content and advertising, ultimately increasing readership.