Masters Theses

Date of Award

12-1990

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication

Major Professor

Norman R. Swan

Committee Members

Herb Howard, Joe Buchman

Abstract

Business and financial information has traditionally come from national print sources, but vast improvements in technology and the events of the 1960's, 70's and 80's have ushered in new and more convenient sources for business news. Radio was moving to the forfront of business and financial news sources in the late 1980's because it was more timely more convenient and less expensive than other sources. Research has not kept up with that rapid increase in media choices for business and economic news. This study has added information to the void of research in this area. A telephone survey was administered to a random sample of local business people listed in the 1990 Greater Knoxville Chamber of Commerce Membership Directory to gather data about the local business person's perception of his or her business news needs and the business person's business news use habits. Of 400 attempted calls. 111 calls were completed. The low response rate was attributed to the busy schedules of the typical business person. Four major sources emerged as the most used media for business news; newspapers, television, magazines and radio. Significant findings showed seventy-eight percent of the respondents said they would listen to a local radio station if they were aware that the station provided business and economic news. A large percentage of respondents said business and financial news was important to them, but very few watched business shows on television. This study showed there was a need for making the business population more aware of business news options available to them on radio. Local radio could better serve the business community with more local business coverage. Improving research methods and developing the study of programming options that include more business news can assist the local radio station in attracting more business listeners.

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