Caroline conducted market research through questionnaires to inform the development of a new newspaper. The questionnaires asked about newspaper purchasing frequency, format preferences, demographics, favorite newspaper sections, time spent reading, typical reading locations, and reasons for not reading. Younger participants aged 17-30 made up most respondents. Most purchase a newspaper once a month or not at all. Tabloids were preferred over broadsheets. Local news and TV listings were most popular sections. Most spend 0-10 minutes reading and do so while traveling. The primary reason people gave for not reading was lack of interest.

1. caroline
The purpose for collecting market research using a primary method of questionnaires I was able to
collect vital information which will help me decide what aspects I will include in my newpaper.
how often do you buy a newspaper
once a month
once a week
everyday
not at all
From the information constructed from my market research referring to how often people would
buy a newspaper. 30% of participants revealed they purchase a once a month and the same amount
admitted not at all. Regarding the young age of people that took part due to the questionnaire
commencing in a college I can conclude the younger generation aren’t that interested in catching up
on their local news via newspaper. However 20% answered once a week also everyday attracted
20% of voters.
prefer to read
broadsheet
tabloid
When considering the two different sub groups of newspaper broadsheet and tabloid this would
allow me to decide on a level of formality. Due to the broadsheet being a more intellectual read for
the older generation rather than the chatty media tabloid. As predicted the younger generation that
take up the majority of voters in college chose a more informal tabloid rather than the ‘boring’
broadsheet.

2. caroline
age?
-16
17-30
31-50
51+
An overwhelming 80% of voters aged 17-30 took part in my questionnaire as part of market research
in preparation for my final product. A respectable 20% of voters represent the 31-50 age groups;
however both participants came in at the younger end of the category.
gender
female
male
The majority of voters were female representing the group of friends I chose to question regarding
their opinions on newspapers. With 70% of voters were women compared to the 30~% of males
asked.

3. caroline
faverouite section?
Local News
Weather
Sport
Car Sales
Advertisements
TV listing
I found a mix in interests when overviewing the results of my primary research. 40% of voters
announced they prefer to catch up on their local news linking personal identity and relationships
aspect allowing an audience to relate to the articles regarding news in the local area. Reads
would be able to locate where the situations that are documented take place, also there is a chance
the reader may know people involved in the events. 10% read the newspaper to check the weather
in preparation to plan their daily activities. Similarly to the 20% of contributors that read the TV
listings in newspapers purely to acknowledge when they’re favourite programmes are on. Male
voters gather information from the news reports as an insight into weekly scores for football
matches. 1 person from the 10 asked referred to their curiosity to car sales in the local newspaper
relating to the popular age group learning to drive.Halls theory states during the construction of a
media piece elements are encoded in a newspaper so that audience can decode the aspects that
follow a traditional newspaper. As shown in this pie chart a traditional convention of newspapers
consist of different sections such as sport, local news, car sales and advertisements. Also the layout
and positioning of images, headlines and columns are encoded so that the audience are familiar and
can acknowledge what elements a newspaper should contain.

4. caroline
How long do you take reading a
newspaper?
0-10mins
11-30mins
31-60mins
1hour+
Due to the female younger generation making up for the majority of participants their impatient and
unaware attitude towards newspapers shows through in this specific pie chart. 60% of voters
admitted to reading a newspaper for only up to ten minutes a time, showing their brief analyse of
local news. In my final piece I hope to influence my newspaper to attract a younger audience similar
to my age to interest younger people to read up on local news. Applying uses and gratifications
theory (Blumler& Katz) to my main piece highlighting the reader’s personal identity and how
they can relate to the text as a result of a younger target audience.
where do you read a newspaper most?
Travelling
Online
coffe shop/café
Home
office
Just under half of participants revealed they read a newspaper whilst travelling, usually on public
transport to help pass time during their journey to work/college. 30% of online readers represent
the increase in technology and easy access online to local news, showing people would be more
incline to read a newspaper if it was easy to access. 2 out of the 10 voters stated that they enjoy

5. caroline
reading a newspaper in the comfort of their own home. Only 10% catch up on their local news while
at the office, showing a newspaper to be an office accessory.
If you don’t read a newspaper why?
Cost
No time
Hard to purchase
Not interested
Two thirds of contributors blatantly pointed out they just aren’t interest, inspiring myself to convert
these voters to consider reading newspapers, by using Uses and gratifications theory and
encoding and decoding (Hall) to my final piece.