• Korean journal of communication and information
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• v.27
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• pp.123-151
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• 2004

This study explores the attributes of local readers based on a discriminant analysis. Local readers are divided into three groups national newspaper reader, local newspaper reader, and national & local newspaper reader. A nationwide telephone survey was conducted in june, 2004 and gathered 2,063 cases. News subject and advertising appeared to play less important role in distinguishing among the three group examined. The most powerful discriminating variables were residence area and period of residence area. Education, interest of capital city news, job were found to be moderately important variables on Function 1, which distinguished between local newspaper reader and national & local newspaper reader. Generally, local newspaper reader showed higher interest on capital area news and lower interest on metropolitan area news. However, the result of a discriminant analysis indicated local newspaper reader was distinguished from national newspaper reader in terms of higher interest of metropolitan area news. Simultaneously, local newspaper reader was distinguished from national & local newspaper in terms of lower interest of capital area news.