La segmentación idiomática en los mercados periodísticos de Baleares, Cataluña, Galicia, País Vasco y Valencia

This work analyses the opportunities existing in Spain for segmenting the newspaper market in line with the language customarily spoken in the home. After reviewing the commercial implications of language and the evolution of regional languages, a comparison has been made of how the readerships diff... Deskribapen osoa

Egile nagusia: Redondo Bellón, Ignacio
Formatua: Artikulua
Hizkuntza: Gaztelania
Argitaratua: Universidad de Almería 2000
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Laburpena: This work analyses the opportunities existing in Spain for segmenting the newspaper market in line with the language customarily spoken in the home. After reviewing the commercial implications of language and the evolution of regional languages, a comparison has been made of how the readerships differ for 45 daily papers and 15 supplements in the linguistic groups of five Communities: Balearic Islands, Catalonia, Galicia, Basque Country and the Valencian Community. After eliminating the effects of social class and habitat, various newspapers and supplements have shown significant differences between those who speak their vernacular language, bilinguals and Spanish-speakers. The opportunities for linguistic segmentation also extend to the advertisers who use these printed media as vehicles for reaching their target publics.