NEWSPAPER READERSHIP
_IN THE
Black Americans want and need their own Black community
papers to get a more accurate view of the news and what it means
them... A recent survey done for Amalgamated Publishers revealed some interest
ing facts about the peculiar dynamics of newspaper readership of Blacks, documents
some long-held theories about habits, preferences, motivations and attitudes and
reinforces the position of the Black newspaper as a vital force in the Black community. ...
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Blacks will go out of their way to get their
favorite Black newspaper; pay more for it;
read it more thoroughly and for different
reasons. There’s a special relationship
with the Black newspaper dot
found in other media... built on trust,
strong loyalties and an important
bond of believability.
Black newspaper? are shared
with family and friends, and
pass-along readership, sub
. stantially higher among Black
newspapers, is s com
moh phenome
non, result
ing in more ,,
readers per
copy. Advert
ising in Black
newspapers
takes on
' different
meaning, de
notes recogni
, support and
invitation,
ites great
impact to
e results.
Purchasing Habits rH|
Black readers are willing to endure more frus
tration, and work harder to obtain Black news
papers. While regular readers of Metropolitan
dailies are more "convenience oriented”, the
findings reveal that strong “habit patterns" for
purchasing Black newspapers have not de
veloped,^
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Leisurely Reading
Reading time is not ”1
papers are more likely to be read at any time of
the day, but mostly in evenings and at night,
and left at home longer. There appears to be a
sense of a more leisurely personal, social, at
that involves a sense of'communicating within
one’s “racial life space”, ' -s.
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Different Residing Style
Black newspapers
ferently. After exploring the headlihes and dent
pages, as is the general tendency, readers of
Black newspapers then tend to move in a
browsing or searching fashion to preferred
sections of the newspaper, often moving lick
and forth until the whole paper is abac * ‘
The dynamics of such a propensity to w
might significantly increase the number Of ad
impressions.
“Pass-on” Readership
Higher pass-on readership was revealed as a
common phenomenon for Black — —
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M ACK COMMUNITY