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Journalists´ attitudes to readership studies: A study of newspaper journalists and editors-in-chief in Sweden

Kapitel i bok
Författare Ulrika Andersson
Publicerad i Variety in Mass Media Reserach
Volym 1
Nummer/häfte 1
Sidor 9-20
ISBN 978-960-6672-46-0
ISSN 9789606672460
Förlag Athiner
Förlagsort Athens
Publiceringsår 2009
Publicerad vid Institutionen för journalistik, medier och kommunikation (JMG)
Sidor 9-20
Språk en
Ämnesord journalists, editors-in-chief, readership studies
Ämneskategorier Medie- och kommunikationsvetenskap

Sammanfattning

Swedish newspapers have long had high market penetration. However, since the early 1990s most have experienced a noticeable decline in readership. This trend is generally explained by the expansion of the media market and the audience’s growing interest in new media. In response, Swedish newspapers have stressed the importance of knowing their readers better. To obtain this knowledge, they have conducted more readership studies. But what are Swedish journalists’ attitudes toward such studies? Are they regarded as good or bad? This paper examines journalists’ and editors-in-chief’s attitudes to readership studies. It reports significant differences between the attitudes of journalists working for daily newspapers and their editors-in-chief. While journalists have a positive attitude to readership studies, they are not nearly as enthusiastic about them as their superiors are. This division probably represents the difference between the prevailing professional ideals and business perspectives of the two groups. The study is based on two national surveys carried out at the University of Gothenburg in Sweden in fall 2005. It represents the views of some 470 journalists and editors-in-chief at daily newspapers in Sweden.

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