Comprehensive Newspaper Survey (J-READ)
April 3, 2002
Video Research Publishes Results of "J-READ" Comprehensive Newspaper Survey
Findings
Data presented in this document is on a national basis (obtained by weighted tabulation of data for each of the 47 prefectures).
Newspapers get higher marks than other media as a source of regional/local news and reliable information, and a means of enhancing personal knowledge and cultural literacy.
Newspapers are regarded as a "source of regional/local news" (83%), a "source of reliable information" (77%), a "means to enhance one's knowledge and cultural literacy" (76%), a "means to learn what's happening in society" (70%), and an "essential medium in everyday life" (60%). Newspapers also scored the highest point at 47% as a "source of detailed information on the subjects one wants to know about."
| Medium (%) : | News- papers |
TV | Radio | Maga- zines |
Internet |
| Source of regional/local news | 83.2 | 29.2 | 12.0 | 3.5 | 6.4 |
| Source of reliable information | 76.6 | 41.1 | 10.0 | 7.4 | 8.2 |
| Means to enhance one's knowledge and cultural literacy | 76.4 | 35.3 | 9.5 | 31.7 | 17.6 |
| Means to learn what's happening in society | 70.3 | 83.1 | 12.5 | 7.3 | 11.5 |
| Essential in everyday life | 60.5 | 85.8 | 15.7 | 13.3 | 16.9 |
| Source of easy-to-understand information about what's happening in society | 48.7 | 84.6 | 9.6 | 5.3 | 5.0 |
| Source of useful information | 48.2 | 64.8 | 10.5 | 27.4 | 19.1 |
| Source of detailed information about the subjects one wants to know | 47.3 | 27.2 | 2.8 | 31.8 | 39.8 |
| Source of interesting topics to talk about | 43.1 | 76.6 | 15.8 | 36.8 | 22.7 |
| Highest score among the five media | |
| Second highest score among the five media |
Nearly 30% of readers start reading newspapers from the last page.
One in four people reads newspapers from the last page to the front page in reverse order. Over 20% read the front page first, then continue at random; while 17% read the front page first then continue in order of pagination. Nearly 40% read the front page first and then continue either in the page order or at random, while nearly 30% read the last page first and then continue in reverse order or at random.
