Abstract
Why do some people avoid reading newspapers? Are their reasons different from those of regular readers? Findings from a survey suggest responses to a sample of avoidance statements by readers are more clearly defined than those of nonreaders. This study also raises questions about distinguishing between “regular” and “casual” readers, as findings provide only limited support for the use of “casual” readers in future research. Further development of avoidance gratification theory might help newspapers convert nonreaders to future readers.
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