Newspaper Readership Research Workshop
April 15-17
Hotel Rigas Licis, Jurmala, Latvia
Sponsored by
Latvian Media Professionals Training Centre, Riga,
and
James M. Cox Jr. Center for
International Mass Communication Training and Research
University of Georgia, Georgia, USA

Thursday, April 15

12.00-12.30 Registration

12.30-13.00 Opening Introduction

Welcome

Ms. Anita Kehre, Director, Latvian Media Professionals Training Centre, Riga, Latvia

Dr. Lee B. Becker, Director, James M. Cox Jr. Center for International Mass Communication Training and Research, Henry W. Grady College of Journalism and Mass Communication, University of Georgia, Athens, Georgia, U.S.A.

Introduction of Instructors

Dr. Melinda Hawley, Associate Director, James M. Cox Jr. Institute for Newspaper Management Studies, Henry W. Grady College of Journalism and Mass Communication, University of Georgia, Athens, Georgia, U.S.A.

Dr. Klaus Schoenbach, Professor in the Department of Communication and the Amsterdam School of Communications Research at the University of Amsterdam, The Netherlands

Overview of Program

13.00-14.00 Lunch

14.00-15.30 Session 1

The Uses of Readership Research in Modern Newspaper Management: What Audience Analysis Can Do For You

Seminar Participant Response: What Do You Want From This Workshop?

15.30-15.45 Coffee Break

15.45-17.15 Session 2

Gaining Control of Readership Lists: State of Situation in Latvia

Ms. Aija Breiksa, Marketing Consultant, Latvian Press Publishers Association

Learning How to Talk to and Learn from Audiences

Informal Methods of Audience Feedback

Focus Group Research

Survey Research Design

17.15-18.45 Session 3

The Art and Science of Asking Questions

19.00 Dinner

Friday, April 16

8.00-9.00 Breakfast, Swimming

9.00- 10.30 Session 4

The Science of Selecting People to Interview

10.30-10.45 Coffee Break

10.45-12.15 Session 5

How to Conduct a Focus Group

12.15-14.00 Lunch Break

14.00-15.30 Session 6

How to Field a Survey

15.30-15.45 Coffee Break

15.45-17.15 Session 7

Small Group Session I

Advising for Individual Projects

17.15-17.30 Break

17.30-19.00 Session 8

Small Group Session II

Advising for Individual Projects

19.30 Dinner

Saturday, April 17

8.00-9.00 Breakfast, Swimming

9.00-10.30 Session 9

What We May Already Know About Newspaper Readership: Some Findings from Germany and the U.S.

10.30-10.45 Coffee Break

10.45-12.15 Session 10

Summary of Small Group Sessions and Identification of Strategies for Future

12.15-12.30 Break

12.30-13.30 Concluding Session

Evaluation and Summary

13.30- 14.30 Lunch