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AbstrackThe analysis of duplication in print media
Jungsik Cho, Ph.D. Yunsuk Ko
Despite the fact that advertising professionals acknowledge the importance of accurate estimation of media effects in Korea, research in the subject of audience duplication especially in print media is very rare. Audience duplication has long been known as a key causal factor for the proper estimation of media effects such as reach, effective reach, and average frequency. The purpose of this study is to explore the audience self-pair and cross pair duplication ratings for print media. Specifically, this study analyzed newspaper and magazine advertising duplication according to the types of duplication (Self-pair or Cross-pair), the vehicle type, gender, and age. Data used in this study are the Consumer Profile Research data for 1996 which studies audience readership for the past four issues of magazines and for the past seven issues of newspapers in one study. The dependent variable for this study is the duplication index, which is the ratio between the actual duplication and the random duplication and was analyzed based on the types of duplication (Self-pair or Cross-pair), the vehicle type, gender, and age. The results indicate that the audience duplication are quite different according to the types of duplication both in magazines and in newspapers. Specifically, magazines for housewives and fashion magazines show high self-pair duplications while magazines for entertainment and computers show very high within category cross-pair duplication. In newspapers, the top three national newspapers shows very high self-pair duplication and very low cross pair duplication. Financial newspapers show very high within category cross-pair duplication. The author believes these findings help understand the nature of media effects and audience duplication better. |
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