Newspaper reading habits of individuals: An application on readers behaviors, choices and reasons according to uses and gratifications

Media, defined as an alleged fourth power according to liberal theory, have some functions vary from giving information to entertaining. One of the oldest and the most effective mass communication tool which fulfills this function is the newspaper. Newspapers have still kept their importance for both forming public opinion and informing the individuals as a routine of daily life. The studies on readers, who are the receivers of the newspapers in sender, message and receiver triangle of classical communication process, are limited in Türkiye. This study was conducted in Eskisehir in order to determine the demographical information, newspaper reading habits and the satisfaction of the readers after reading the newspaper. Although this study is based on quantitative method, deep interviewing was also conducted as a qualitative method. In this research, it was tried to describe behaviors of newspaper readers and reveal the ?newspaper reader profile? based on the Usage and Satisfaction Approach. The data gathered by statistical analysis has contribution both to the sector and to the related literature. According to the results, Sakarya is the most widely preferred local newspaper and Posta is the most widely preferred national newspaper. The most common answer for the reason of reading a newspaper is getting information and to be on notice. Most of the readers expressed that they initially read the first page of the newspaper. Nearly two- thirds of the readers buy their newspaper themselves or someone else from the household buy the newspaper. Similarly, one- third of the readers prefer to read their newspapers at home. 41, 8 % of the readers reported that they prefer evening hours in order to read their newspapers. In terms of average period for reading a newspaper, 60,3 % of the readers said that they devote time between 30 minutes and an hour for reading the newspaper. 31,9 % of the readers give their newspaper to another person after reading it. The most common reasons why they prefer reading a published newspaper are I like its news and I like its columnist?s options. The least checked options are I buy it in order to see the photographs and I buy it for its supplement or promotion. When the reader satisfaction results were analyzed, the factors such as getting information, entertaining, spare time activity and realizing himself have the priority. I read the newspaper because it gives me information was the most commonly checked option by the subjects among these factors. The readers reported that they often read the world news, education news, health news, and the columnists in turn. The least read parts in turn are the advertisements, small ads and the fashion news. Nearly half of the readers reported that national print media satisfy them more than the local media. The components such as the page design, content and news variety should be improved in order to enhance the readers? interests and newspaper reading habit. So, it will be imposed to the young generation who will be the adults of tomorrow.