> 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
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
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.