Subscriber Behavior and Attitudes One Year after PM-AM Conversion.

A panel of adult subscribers to the Eugene (OR) Register-Guard was interviewed by telephone one week before the paper converted from evening to morning publication, a few weeks later and one year after that. Media behavior and attitutdes toward media were measured. Changes mostly took place soon after the conversion, including changes in both newspaper reading and TV news watching. Blue-collar workers were less accommodating to the conversion than were others.