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去年10月至今年1月初,无锡日报在全市一城三县(市)范围内,开展了一次大型读者调查活动。调查中共向读者分发问卷1500份,收回1144份,回收率为76.27％。报纸是让人读的,要检验其宣传效果如何,只有通过深入的调查,才能得到第一手资料。过去,无锡日报也曾作过一些读者调查,但调查的对象大多是通讯员或作者;调查的部门大多是工厂及机关,调查内容也只是收集一般反映,面窄且不系统。随着社会政治、经济及新闻事业本身的发展,读者对报纸已有许多新的需求和期望;另外读者的结构层次、文化水平等也不断变化,报纸要适应上述变化,就得对自身、对自己的读者有较全面、系统的了解。
From October last year to early January of this year, Wuxi Daily carried out a large-scale readership survey within the city’s three counties (cities). In the survey, the CCP distributed 1,500 questionnaires to the readers, and retrieved 1144 copies with the recovery rate of 76.27%. Newspapers are for people to read. To test their propaganda effectiveness, first-hand information can only be obtained through in-depth investigation. In the past, the Wuxi Daily also made some readers’ surveys. However, most of the respondents were correspondents or authors. Most of the departments under investigation were factories and institutions. The contents of the surveys were only collected in general and were narrow and not systematic. With the development of social politics, economy and journalism itself, readers have had many new demands and expectations on the newspapers. In addition, the structural level and cultural level of readers have also changed continuously. To adapt to these changes, the newspapers have to right themselves, Own readers have a more comprehensive and systematic understanding.