Home > Media Research > 2004 Media Research [Summer]


In its second nationwide printed media survey, Nielson Media Research, a survey firm specialized in the state of media use, conducted in 2004, the Chosun Ilbo firmly maintained the top post in the home subscribed newspaper sector.
Particularly in Seoul, the Chosun Ilbo's home subscription rate stood at 16.8%, 2% to 5% points comfortably ahead of paper A (14.5%) and paper B (11.9%).
The Chosun Ilbo's paid home subscription rate by income standard was 5.2% for households with less than 1.5 million won monthly income, 9.3% for households with monthly income between 1.5 million won and 2.5 million won, 12.7% for households with monthly income between 2.5 million won and 3.5 million won, and 16.9% for households with monthly income more than 3.5 million won. Namely, it was evident that the higher income rises, the more households subscribe to the Chosun Ilbo.

The Chosun Ilbo is ahead of others in individual avid reading rate, gauged through this question: "Which newspaper did you read yesterday?"
In nationwide individual avid reading rate, the Chosun Ilbo scored 12.2%, paper A 11.1% and paper B 10.3%. Our paper scored a higher rate among subscribers in their 20's, let alone those in the prime of life, at 9.1%. In comparison, paper A got 8.6% and paper B 6.5%. Among collegians too, the Chosun is more widely read at 10.5%, compared to 8.8% for paper A, 7.3% for paper B. By region, the Chosun scored 16.5% in Seoul, higher than paper A (13.8%) and paper B (12.1%). Among professionals, executives and administrators, 24.3% or roughly one out of four of them read the daily. Among individuals who earn no less than 3.5 million won a month, 20.1% or about one out of five read the Chosun every day.

By demographic items such as gender, age, occupation and schooling, according to the survey, the Chosun Ilbo readership spreads out evenly without slanting to any category groups.
By gender, male accounted for 58% and female 42%, the latter rate being higher than that of any other papers. By age, the readership spread out to 6% in their teens, 17% in their 20's, 24% in their 30's, 29% in their 40's, 15% in their 50's and 9% in their 60's. Such distribution of the readership by age, unlike other papers whose subscribers are predominantly in their 30's, displayed relatively wider width up to subscribers in their 40's and 60's.
By occupation, the weight of housewives, students and white-collar workers was relatively higher and evenly spread out, compared to other papers.

The Chosun Ilbo enjoys the highest avid reading and subscription rates among females. This applied to housewives as well.
According to Nilson Media Research's latest survey, 12.8% of the country's housewives read the Chosun Ilbo every day, a rate higher than paper A and paper B.
Avid readership rate among housewives residing in such big cities as Seoul, Busan, Incheon, Daegu, Daejeon, Gwangju and Ulsan rose to 14.2%. Among housewives in their 30's too, the Chosun scored 15.2% in avid readership rate, higher than the others. Among housewives in their 30's who live in large cities, in particular, Chosun's avid reading rate soared to 18%. This indicates that an advertisement of cosmetics targeted at housewives in their 30's would be most effective when it is placed in the Chosun Ilbo.

Male white-collar workers tend to read newspapers more than other occupation categories. Their avid reading rate is high with the Chosun Ilbo, in particular. One out of five or 20.2% of the nation's white-collar workers like professionals, administrators, managers and engineers access the Chosun Ilbo every day, a rate higher than paper A (16.5%) and paper B (17.8%).
Among white-collar workers residing in big cities too, the Chosun Ilbo scored the highest avid reading rate. Particularly among white-collar workers in their 30's, the Chosun's avid reading rate hit 22.2%.
The Chosun Ilbo's avid reading rate maintained it's top spot at 21.4% among white-collar workers in their 30's who reside in big cities.

In a series of surveys conducted by Gallop Korea in April too, the Chosun Ilbo has constantly maintained its top position in subscription and avid reading rates.
In household paid subscription rate, the Chosun scored 15.2%, ahead of paper A (13.8%) and paper B (13.4%),
which are still neck in neck. In avid reading rate, the Chosun marked 15.6%, comfortably ahead of the two other major dailies, which compete with each other for rank 2.
The Chosun Ilbo has an advantage in the fact that it enjoys high avid reading rates evenly among various category groups. In the latest Gallop Korea survey too, the Chosun Ilbo proved itself to be the most excellent daily in terms of avid readership and all category groups like gender, age, education, occupation and income.

The Chosun Ilbo is a daily most favored by the Koreans. The paper has never missed it's top position in the Gallop Korea newspaper image surveys regarding this question: "Which newspaper do you favor most?" In its latest poll the daily scored 19.3%, ahead of paper A (18.5%) and paper B (14.4%).
Asked "Which newspaper do you find is most accurate in reporting?" and "Which newspaper do you find offers best comments in editorials and comments?" the greatest portions of the respondents cited the Chosun Ilbo.
Thanks to the highest marks given to the paper in terms of accurate reporting and the preference of press comments, the Chosun Ilbo runs ahead of others in favoritism, the subscribers accord the nation's newspapers.