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Journalists´ attitudes toward readership studies

Paper i proceeding
Författare Ulrika Andersson
Publicerad i Paper presented at the 6th International Conference on Media and Communication, Atiner, Athens, Greece, May 19-22 2008
Publiceringsår 2008
Publicerad vid Institutionen för journalistik, medier och kommunikation (JMG)
Språk en
Ämnesord Swedish journalists, editors-in-chief, daily newspapers, readership studies
Ämneskategorier Samhällsvetenskap

Sammanfattning

Swedish newspapers have a long tradition of high penetration. Since the early 1990s though, most newspapers have seen a noticeable decline in their reader-ship. This decline is generally explained by an extended media market and the audience’s growing interest in new media. In order to attract the readers’ atten-tion Swedish newspapers have emphasized the need of getting knowlegde of the readers and their preferences. To reach knowledge in this area editorial offices find it necessary to focus on readership studies. But what are Swedish journalists’ attitudes in this matter? Are readership studies for good or bad? And do the attitudes differ between journalists and their superiors? This study finds significant differences in attitudes between the newspapers´ journalists and editors-in-chief. While journalists show a distanced, although quite positive, attitude to readership studies, their superiors presents an overall positive attitude in this matter. The paper discusses this division to be regarded as a distinction of prevailing professional ideals and business perspectives among the two groups. The study is based on two national surveys of Swedish journalists and edi-tors-in-chief carried out in 2005. Approximately 470 news practitioners at daily newspapers have answered the questionnaires.

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