Readership of Free Community Papers as a Source of Advertising Information: A Uses and Gratifications Perspective

The free paper is a convenient and relevant advertising information source, performing the functions of providing surveillance information and product values to consumers. Several market segments with varying market attributes are identified as heavy readers of the free paper. Based on the theoretical framework of uses and gratifications, a multivariate model helps to explain readership. Readership of the free paper increases as age increases,...