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Readership Demographics - Research Paper Example

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A survey was conducted on a randomly selected sample of 1300 Londoners in October 2006 by Megalomedia Ltd which is an advertising agency. The survey aimed at gaining insight into the readership demographics of three London newspapers. The survey focused on the following publications: The Daily Gossip (TDG), The Evening Freebie (TEF), and The City Courant (TCC).
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Readership Demographics

Download file to see previous pages... Figure shows that majority of the population, 54% prefers to read TEF and majority of these readers, 60% are in the age group of '35 but under 45'. The table also shows that there is 0.61 probability of a person in the age group '18 but under 25' will be a regular reader of TDG. In the same way there is a 0.53 probability of a person in the age group '25 but under 35' and a 0.64 probability of a person in the age group '35 but under 45' is a regular reader of TEF. There is a 0.52 probability of a person in the age group '45 but under 60' and a 1 probability of a person in the age group '60 and over' is a regular reader of TCC.
Also only 17% of people in the age group of '18 but not under 25' read TCC. In the same way TDG remains the least preferred for all age groups 25 and above, with only 13% of '25 but under 35', 8% of '35 but under 45', and 0% of 45 and over being the regular readers of TDG.
By doing a newspaper wise analysis we can see that majority of the TDF readers are of the youngest age group (50%) with no subscribers from people older than 45. Both for TEF and TCC readers majority of the regular readers are 35 but under 45, 60% and 41% respectively.
The advertising agency can derive valuable conclusions from the data analyzed above. One is that TDF is more attractive to a comparatively younger population of below 25. Therefore advertisem ...Download file to see next pagesRead More
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