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A study of newspaper readership patterns among urban population of Punjab

Newspapers have been a source of information to one and all from various years. However, with the proliferation of TV News Channels, Readers’ choice of getting news and information has changed. The evolution of new media has expanded the horizons for news and information gatherers, the focus of this study is on identification of habits and preferences of Newspaper readers. This study has been conducted to identify the Newspaper readership patterns among urban population of Punjab. The study also identifies the Language preferences and time spent on reading newspaper by urban population of Punjab. Further, the study attempts to gain insight of the various reasons that motivates urban population to read the newspaper. This study has been conducted in 3 cities of Punjab (a prime state in India), a sample of 250 urban respondents were selected from the Jalandhar, Amritsar and Patiala cities. Some of the analysis techniques used includes Chi square and Factor analysis.