III. An Analysis of Beijing Newspaper Readers

March 1986
Chinese Sociology & Anthropology;Spring/Summer1986, Vol. 18 Issue 3/4, p99
Academic Journal
This article presents an analysis of newspaper readers in Beijing, China. Categorization of readers clarifies the characteristics of different newspapers. With workers as its target audience, the "Worker's Daily," for example, attributed 62.8 percent of its readership to workers. Similarly, 88.9 percent of the readers of the "Chinese Peasant," are peasants. With individual characteristics, each newspaper has to confront its own group of readers. However, readers' interests vary widely and, when one is not totally satisfied with one paper, he turns to another. A reader, therefore, is usually reading more than one paper. According to the data, of 1,966 readers, 8.1 percent read one paper. 14.5 percent read two papers, 18.8 percent read three papers, 18.5 percent read four papers, and 37.8 percent read five papers. A majority of readers read newspapers during their noon and evening spare time. According to a survey of 1,200 urban staff and workers conducted by the Beijing Statistics Bureau, their average spare time per day is only three-and-a-half hours. Since evenings are also TV time, there is not much time for newspaper reading, and therefore newspaper editors and reporters should keep their readers in mind by supplying brief news items.


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