A Sunday paper pairs short news items with film gossip, quizzes and sports trivia to keep its audience hooked. What has often led newspapers to adopt this practice?
Answer & explanation
Correct answer: option 1
The correct answer is Option (1) → Segmented interest of readers with varied tastes
Option (1) Segmented interest of readers with varied tastes — Correct. Readers now have segmented interests such as sports, entertainment or society gossip. A paper therefore needs a plurality of stories, and this has often led newspapers to adopt infotainment, as the Sunday paper does.
Option (2) A rise in literate migrants moving to cities — Incorrect. A rise in literate migrants moving to cities is one reason why newspaper sales grew. It adds readers to the market and leaves the content of a paper untouched.
Option (3) Use of advanced printing and production technology — Incorrect. Advanced printing and production technology helped newspapers grow and reach more people. It concerns how a paper is made and has no bearing on which stories it carries.
Option (4) Door-to-door surveys and consumer contact programmes — Incorrect. Door-to-door surveys and consumer contact programmes are marketing strategies used to win and keep buyers. They are a sales method with no link to the mix of stories.
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