| CHARACTERISTICS |
Scholarly |
Trade |
Popular |
| Comparison |
 |
 |
 |
| Purpose |
To report results of original research and experimentation |
To report industry/trade trends, products, and news |
To report current events, opinions, and general information |
| Look |
Plain, serious, lengthy articles, may contain charts and graphs to support findings |
Glossy, commercial, contains color illustrations/photos, and industry/trade related advertisements |
Glossy, attractive, contains color illustrations/photos, and everyday product advertisements |
| Author |
Scholars and experts in field of study/discipline |
Industry specialists or staff writers |
Journalists/reporters, staff or freelance writers |
| Audience |
Scholars in academic and discipline related fields, researchers, students |
Members or those with interest in a particular industry or trade |
Anyone |
| Language |
Academic and technical |
Jargon of the industry |
Non-technical, written in a language for anyone to understand |
| Documentation |
Heavily cited with footnotes or bibliography |
Occasionally contain cited sources in the form of footnotes or bibliographies |
Sources are rarely cited, although references may be mentioned in text |
