CONCENTRATION OF USE 97

concentration in every medium of communication, whether
the basis is the population as a whole or only the total audi-
ence of the medium (Charts IX and X).

CuArT IX

CoNCENTRATION OF Exposure To MAjor Mass Mepia oFr CoMm-
MUNICATION, BY THE ApuLT PorurLaTtioN As A WHOLE"

w2

100

      
 
   
  

1\

L]

 

 

50

 

  

H
o

 

30

 

PERCENTAGE OF EXPOSURE

 

 

0 10 20 30 40 50 60 70 80 90 100
PERCENTAGE OF POPULATION

Data from SRC, 1948.
“Data are only approximate. Exposure is measured as follows:
Newspapers—number read per week. \
Radio—amount of listening time per day.
Magazines—number read regularly.

Motion pictures—attendance per month.
Books—number read per year.

The degree of such concentration varies among the dif-
ferent media. In the case of newspaper reading it is not
particularly great; most people read newspapers about the
same amount. Concentration is slightly greater in the radio