Periodical Readership of Scientists and Engineers in Research and Development Laboratories

The reading habits of scientists and engineers engaged in research and development are shown to be readily differentiated by academic attainment and field of academic discipline. Lesser but important influences on readership appear to be pay level and general type of work (research, test, or development). From these data, advertising programs appealing to definite categories of research and development personnel can be shaped. An important attitudinal question as to the usefulness of journal advertising as a source of employment information was clearly answered in the affirmative. Junior scientists and engineers seem to rely on employment advertising to a somewhat greater extent than those in more senior positions.