Investigates the effects of targeted sales messages on newspaper subscription sales and retention by combining two large research projects--a demographic market segmentation scheme, and a readership-lifestyle survey. Proposes that the content of sales messages influences new subscriptions but does not affect retention. (MM)

Examines how changes in the method of news story presentation affect information recall and viewer evaluation. States that, as story complexity increased (in terms of production elements), overall recall decreased significantly. In addition, as story complexity decreased, positive evaluations of the story increased. (MM)

Examines preferred media sources for four categories of special news--medicine, science, business, and consumer economics. Found that respondents ranked the media in the following order as preferred sources of specialized news: (1) local television affiliates, (2) local newspapers, (3) magazines, (4) radio, (5) cable networks, and (6) national…

Concludes that for voters highly dependent upon political commercials, an independent sponsor is more trustworthy and affects candidates' images more than a party or candidate sponsor. (FL)

Examines pictures used in "USA Today" and its readership data and concludes that it is edited primarily for men. (FL)

Uses a quasi-experimental design to test the effects of exposure to the miniseries "Amerika" on attitudes about communism and United States/Soviet relations. Finds that viewers of the miniseries believe that Americans should guard against a very real communist threat by supporting a strong military defense, including the development of…

Indicates that respondents preferred private ownership of a cable television system, but notes that the results may reflect a lack of awareness on the part of respondents about their options. (FL)

Surveys personal computer (PC) ownership and traditional media use habits. Finds that PC owners were more affluent than non-PC owners and read the local morning paper more, but the two groups differed little in television news viewed. Concludes that PC ownership did not lead to radical changes in use of traditional news media. (SR)

Analyzes editorial endorsements on the basis of ownership. Suggests that neither group-owned nor independently owned newspapers had much impact on the outcome of the statewide elections examined. Reveals that group newspapers are slightly more liberal in their endorsements. (MM)

Analyzes the effectiveness of several popular modes of radio news presentation in enhancing the appeal of the entire news program and the recall of the relevant news story. Indicates that program variations did not significantly affect recall of facts or the evaluation of general appeal of the entire newscast. (MM)

Examines the effect of highly unrepresentative news stories on gaps in the accuracy of U.S. residents' judgments about different foreign countries. Concludes that unrepresentative news about developing countries reduces accuracy while increasing confidence and satisfaction in judgments. (MM)

Concludes that in a state election, the public is exposed to a combination of policy and personal messages in the advertisements created by a candidate but that the overwhelming majority of these ads focus on the personal. (FL)

Compares the habits and attitudes of those who subscribed to cable television for better reception with those who subscribed for either greater programing selection or more movies. Finds attitudes vary more than television use between those who subscribe to get better reception and those who subscribe to get more programs. (RS)

Examines the "benefit segmentation model," a marketing strategy for local news media which is capable of sorting consumers into discrete segments interested in similar salient product attributes or benefits. Concludes that benefit segmentation may provide a means by which news programmers may respond to their audience. (RS)

Argues that communication scholars must better match content with readership/viewership because audience members can read or view widely different aspects of a particular medium on any given day. Argues that the field will not progress far unless communication scholars develop better measures and locate better fits between media content and…