Home > Media Research > 2004 Media Research [Autumn]





According to "the income trend of urban working households in the third quarter" released by the National Statistical Office, an urban working household comprised of two family members earns ₩3.01 million a month on average. In a survey by Nielsen Media Research, the Chosun Ilbo was the most popular newspaper among middle class households earning more than ₩3 million a month. 17 percent of households earning ₩3 to 4.9 million a month subscribe to the Chosun Ilbo, 16.4 percent to A and 13.4 percent to B. 21.5 percent of households earning more than ₩5 million a month subscribe to the Chosun Ilbo, 19.2 percent to A and 14.2 percent to B. According to the survey, the higher the income level is, the more people read the Chosun Ilbo.
17.8 percent of urban middle class households with the income of more than ₩3 million read the Chosun Ilbo, higher than A (16.4 percent) and B (12.8 percent) One out of five middle class households living in Seoul and metropolitan areas read the Chosun Ilbo daily.





Although young people, the leading players of the society in the future, showed a lower newspaper reading rate than adults, the Chosun Ilbo was the most popular newspaper among youngsters. According to a survey by Nielsen Media Research, 8.4 percent of young people aged 15 to 19 years old read the Chosun Ilbo, higher than that of newspaper A (4.8 percent) and newspaper B (7.3 percent.) In Seoul and metropolitan areas, the reading rate of the Chosun Ilbo went up. 9.6 percent of Seoul and metropolitan area youngsters read the Chosun Ilbo, while 5.8 percent and 6.1 percent read A and B, respectively.
By gender, 8.7 percent and 8.1 percent of male and female youngsters read the Chosun Ilbo, the highest compared to other newspapers. The difference of the reading rate between male and female young people was very small.




The Chosun Ilbo was the most favorite newspaper among unmarried women who take the lead in consumption. Although less unmarried women read newspapers than men or housewives, the Chosun Ilbo is the newspaper they prefer.
10.4 percent of unmarried women read the Chosun Ilbo, 9.7 percent newspaper A and 7.4 percent newspaper B. 11.6 percent of unmarried women with higher education than college read the Chosun Ilbo, 9.8 percent read A and 6.6 percent read B. 10.3 percent of urban unmarried women read the Chosun Ilbo, 9.3 percent A and 6.3 percent B, a similar reading rate to that of the total unmarried women. 13.6 percent of unmarried women living in Seoul and metropolitan areas read the Chosun Ilbo, higher than that of those who live in other regions.




According to a survey, the Chosun Ilbo is the most effective for advertisements targeting housewives who are responsible for consumption in their families. 11.6 percent of housewives across the nation read the Chosun Ilbo, higher than newspaper A (10.2 percent) and B (9.7 percent) 18.3 percent of housewives with higher education than college read the Chosun Ilbo, far ahead of A (15 percent) and B (13.2 percent) 13.5 percent of housewives living in large cities like Seoul and Busan read the Chosun Ilbo, higher than A and B, which recorded 10.5 percent, respectively. 15.8 percent of housewives living in Seoul and metropolitan areas read the Chosun Ilbo, far higher than A and B, which remained at the 11 percent level.




With the appearance of an aging population and the affluent silver generation, people in their 50s and 60s are emerging as leaders of consumption. According to a survey by Nielsen Media Research, the Chosun Ilbo is the newspaper that the silver generation reads the most. 13.2 percent of people in their 50s and 60s read the Chosun Ilbo, 9.3 percent A and 10 percent B. 13.8 percent of people in their 50s read the Chosun Ilbo, 10.8 percent A and 11.2 percent B. 12.4 percent of people in their 60s read the Chosun Ilbo, overwhelming A (7.2 percent) and B (8.3 percent.)
As shown in other generations, the higher the income level is, the more people in their 50s and 60s read the Chosun Ilbo. In the case of the people in their 50s and 60s earning more than ₩3 million a month, one out of four people or 27.1 percent daily read the Chosun Ilbo.






The Chosun Ilbo's comprehensive section showed the highest attention rate.
The comprehensive section of the Chosun Ilbo drew attention from 86.7 percent of readers on May 21, followed by A (75.1 percent) and B (73.6 percent)
In the case of the Chosun Ilbo, which publishes 2.38 million issues (certified by the ABC in December 2002,) it has been determined that the ads on the comprehensive section are exposed to 8.09 million people or 85 percent of 9.52 million people.
The attention rate of the political section and the second to fifth pages of the comprehensive section was 60~80 percent (70 percent on average) Therefore, ads carried on the comprehensive section may be exposed to at least 7 million people.






The Chosun Ilbo's attention rate of the first page of the economic section was 59.3 percent, followed by A (57.1 percent) and B (40.4 percent) The Chosun Ilbo publishes the most pages in the economic section. The attention rate of the economic section records 48 percent, higher than the average rate of A and B. It has been identified that the advertising effects of the Chosun Ilbo's economic section are remarkable, compared to competitor newspapers. The attention rate of the social affairs section was 73.6 percent, higher than B (63.5 percent) and A (63.2 percent) The attention rates of other newspapers' social affairs section were lower than that of the Chosun Ilbo, regardless of whether or not they conducted page reorganizations like the Chosun Ilbo.