Eesti Päevalehe loetavus paber- ja online-variandis 20-40-aastaste lugejate seas
The main objective of the present thesis “The Readability of Eesti Päevaleht on paper and Online Edition in the Age Group 20-40” was to find out whether the articles most read on paper are also most popular on the online edition. The diploma paper also tried to characterise the different types of readers based on the readers’ preference of medium. The following research questions were posed: 1. How does the readability of stories differ among paper and online media? 2. What are the differences between a typical online reader and paper reader? 3. What may cause the differences of readability? 4. What are the different priorities of the editorial boards of the paper version and online edition when playing out stories? The author performed a survey where 200 online users and the same amount of paper subscribers were asked to participate. The total of 114 of the respective age group responded. The survey included the headlines of three different editions (April 9 to April 11, 2007) which helped to compose readability charts. Also expert interviews with the Editor-in-chief of Eesti Päevaleht and the Editor-in-chief of Eesti Päevaleht Online were carried out. It became apparent that there are three clearly distinguishable reader groups of Eesti Päevaleht: firstly, readers who prefer online, secondly, readers who prefer paper and thirdly, readers who do not have a specific preference. All three groups were surprisingly similar in size, varying between 31 and 45 respondents. The author reached the conclusion that the readers who prefer paper were most dominantly satisfied with Eesti Päevaleht. They had the highest opinion of the quality of the stories, they read the most stories and they spent most time reading the paper. While the third group was in between, the first one (preferring online) showed the weakest results in these categories. Resulting of this, the author concluded that the second group has adopted most values that Eesti Päevaleht shares. The charts showed that only four articles among the top ten of readability of both the paper and online edition overlapped (e.g the most read article from newspaper “Autokoolide tase langeb iga aastaga” achieved the second rank in the chart of online). At the same time there were remarkable differences in the charts. For example the sixth most read story in the paper chart was only 32nd in the online chart. The differences may be caused by the fact that online users have had less time to adopt to the style of Eesti Päevaleht. Online also offers much more than just the reflection of the paper. In addition, the attention of the online user must be caught very fast and it is much harder to lay down the path for the online user to follow. Finally, it is quite difficult to lure an online user to read a specific story: basically only very good headlines can attract readers. Although the priorities of the editorial boards don't differ much, the stories produced for the paper version tend to be replaced by fresh events on the opening page of Eesti Päevaleht Online, resulting in less attention of readers. Very few similar works have been carried out before and therefore it gives a good basis for further research. For example it would be very useful to know how the types of reader evolve in time and also more specific knowledge about the reasons why this or that story is read would be of importance.
H Social Sciences (General)