Thesis (M.J.)--Carleton University, 1992. / Also available in electronic format on the Internet.

Thesis (M.Ed.)--University of Hong Kong, 1999. / Includes bibliographical references (leaves 132-136). Also available in print.

Thesis (doctoral)--Albertus-Universität zu Königsberg, Pr. / Vita. Bibliography: p. 5-7.

published_or_final_version / Business Administration / Master / Master of Business Administration

No description available.

Thesis (Ph.D.)--Flinders University, School of Humanities, Dept. of English. / Typescript (bound). Includes bibliographical references: leaves 367-368. Also available online.

Thesis (Ph. D.)--University of Missouri-Columbia, 1998. / Typescript. Vita. Includes bibliographical references (leaves 144-150). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 1998. / Typescript. Vita. Includes bibliographical references (leaves 144-150). Also available on the Internet.

Submitted in accordance with the requirements for the degree of Master of Arts in Communication Science at the University of Zululand, South Africa, 2011. / This study aims to provide clarity in respect of the readers and advertisers preference between mainstream and community newspapers. As a result of the unprecedented success of community newspaper, mainstream newspapers have found themselves a new rival in the face of technological developments such as the Internet. Central to both these genres of newspapers stand the readers and advertisers'. These readers form an integral part of the existence of the newspapers and a key component in advertising. For advertisers, the community newspapers provided the perfect reach as they were aimed at a specific audience. Mainstream newspapers have been placed under duress with the proliferation of community newspapers as circulation expanded dramatically. This study provides an insight into readers' preferences using the Uses and Gratifications theory as a departure point. The results of this study will also show that in spite of both readers' and advertisers' preference, the mainstream newspaper will not be made obsolete, instead it will have to continue to reinvent itself to keep abreast of the changes in the environment.

Leung Hau Yeung. / Thesis (M.Phil.)--Chinese University of Hong Kong. / Bibliography: leaves 104-107. / Chapter Chapter One --- INTRODUCTION --- p.1 / Chapter Chapter Two --- COMMUNITY NEWSPAPERS AND THE SOCIO-POLITICAL ENVIRONMENT --- p.7 / Chapter Chapter Three --- CONTENT OF HONG KONG COMMUNITY NEWSPAPER --- p.21 / Chapter Chapter Four --- COUMMUNITY NEWSPAPER READERSHIP --- p.54 / Chapter Chapter Five --- THE FUTURE OF HONG KONG COMMUNITY NEWSPAPERS-A DISCUSSION --- p.71 / Chapter Appendix A --- CONTENT CATEGORIES FOR NEWS ITEMS --- p.82 / Chapter Appendix B --- AN INTERVIEW WITH MICHAEL STEVENSON --- p.85 / Chapter Appendix C --- "QUESTIONAIRE AND THE CALCULATION OF THE READING, PARTICIPATION AND" --- p.89 / Chapter Appendix D --- RESPONSES TO QUESTION NO.22 --- p.95 / Notes --- p.96 / Selected Bibliography --- p.104