Show AN IMPORTANT ROLE IN YOUR LIFE An illuminating analysis of the role the newspaper plays playa in the daily lives of 01 its readers some some of it familiar some of oC it revealingly new new new-is is presented in a pub newly report by the Bureau of Advertis Advertising ng American Newspaper Newspaper Newspaper News News- paper Publishers Association The page 32 booklet is based on a motivation research study conducted for the Bureau by Social Research Inc Ine It is believed to be the Cil first t such study stud to be made by a whole medium about a whole medium Among the major conclusions drawn from interviews with persons in all social classes cs are arc these 1 People identify themselves with the community through newspapers Within the newspapers newspaper's pages are are contained the dynamic events reflecting the status and the trends of oC the community 2 The newspaper helps maintain reinforces and reflects reflects re re- re the rhythms of everyday life within the community 3 The newspaper helps a person guard against feeling feeling feel feel- ing isolated against being shut out from the world and from the local community 4 The newspaper represents authority in an acceptable form 5 The authority of the newspaper newspaper is reinforced by a belief that to a much greater extent than media which use the perishable spoken word the newspaper is somehow accountable for what it prints 6 Teen Teen-agers take the newspaper seriously Newspapers Newspapers News News- papers provide one one of the avenues of preparation for adult adult- hood 7 The flee stereotyped notion that advertising in allmedia all allmedia allmedia media is persuasive in a pressure high way is not attributed to newspaper advertising The dominant image created by newspaper advertising is one of satisfaction 8 One of the reasons newspaper advertising functions functions functions so 60 successfully in relating consumer to product is that it provides daily record of economic activity and fluctuations r I rI ft t ft 9 9 Newspaper advertising is familiar has a strong c of immediacy The image that is firmly en en- entrenched trenched r n ed is that newspaper advertising is practical and for immediate use u J TION OF IE THE NEWSPAPER with the c community community is evidenced for example in this statement by bya a person n who had moved from rom another community As a newspaper it looked strange to me the first time I read it But now that I know it it is a good newspaper probably now that I know it that makes it good Of course now my old hometown paper looks funny to me DEPENDENCE ON THE TI-IE NEWSPAPER as a shopping shopping shop shop- ping guide cuide is indicated by a housewife's stat statement ment I 1 go over the ads every day Its It's part of reading the paper I like to keep well up on prices and Im I'm always on the lookout for or clothes buys what with three children T Teen Teen-agers ta ers according to the analysis depend on the newspaper newspaper for reassurance that their activities and interests interests interests inter inter- ests ar are j in iri line with acceptable standards well as as a means of preparation for a adulthood One teen teen-ager told the interviewer interviewer inter inter- vi viewer Without newspapers there would be no curr current nt events for or school and that would retard students And if people quit rea reading ing newspapers they would forget how to spell and nou go backwards instead of forward Another a adolescent said I think every everyone one should read a newspaper This TIlis goes for the comics as well The comics teach a great deal about how to get along with each other and we can all profit by others' others mistakes while we laugh at it it |