Skaitytojų nuomonių apie regioninį laikraštį struktūra
The Structure of Readers’ Opinion on a Regional Paper

Summary/Abstract: The specialists of marketing and communication together with journalists accept the fact that mass communication operates information resources. The main broadcasting channel is communication means, i. e. technologies and institutions. The main product provided for the user is information and news. The choices of TV watchers, paper readers are related to their opinion and its analysis, because it is essential for an organization to penetrate the choice of users. The problem of the research can appear in questions: what is the structure of readers’ opinion on a regional paper, where do readers pay their attention and what do they stress while evaluating the aims, functions, aspects, content topicality of strategic management. The article provides the empirical aim of the research – reveal the structure of readers’ opinion on a regional paper. The object of the research – readers’ opinion on a regional paper, subject – the structure of readers’ opinion. Tasks: 1. While using factor analysis method, analyze the structure of readers’ opinion on a regional paper; 2. Compare readers’ opinion concerned with two regional papers in the aspect of structure; 3. Identify regional paper readers’ objective groups, sustaining the results of empirical research. Empirical part provides the research of two daily papers, i. e. “Šiaulių kraštas“ and “Šiaulių naujienos“ readers’ opinion. To process the research results these statistic methods were used: factor analysis (the method of main components) and cluster analysis. To conclude, regional paper readers’ opinion on papers varies. While using the method of factor analysis the structure of readers’ opinion on regional papers was analyzed same as four dimensions were distinguished: implementation of 1) information function and 2) a publication mission 3) communication with readers, 4) city or district life reflection.

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