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Show Utah Weeklies Well Read Two CORRECTION advertising than in local, since 8S read some national compared to 827r reading some of the local advertising. The front and bark pages showed highest readership both scoring 190 for women and 9S and 85 respectively for men. The readership for all the pases was nigh with an average of 93 of the women and 83 of the men reading something on each page. The news article which was read by the greatest number of ,i,in provo, Utah. . .,.., Rtudies. based on the 1 chin of the American Fork.' and ririren ... -- V. m ITo ' - - the women read. The best read advertisement for men was the United States Steel of the men observad, with 73 of the ing it as compared to 70 women, while more of the women on were conducted the terviews read Chipman's ad than any other, following Monday, Nov. 17, the showing a readership score of, The third day after publication. s ror women as compared to had a 9 American Fork Citizen men. for 1383 of sworn circulation copies. The 14th issue conNovember Practically all of the circulation 38 news stories, I3 editorial tained Fork and the was in American features and five editorial illusnearby community of Alpine. trations. Women sixty-nine One hundred and per number of news read a greater stories than men 111 HFH1 anno WPrP lMIHrVlHWHIl ShWed aD aVPr tbey said these 151, or they had,dld' of 71 or 27 articIe8 Per Per read the issue being surveyed. agenwhi!e men av"eged 56 or Reader families had an average of ine average reaaersuip 2.S2 members 12 years of age or ii articles, score on the ten best read a over; 1.44 males and 1.38 females. for the women had The surveyed issue ten tides was 84.2 74.6 for men for their and the 7 columns fcy 280 lines, or pages, a total of 1960 lines to the page. respective listings Women also outscored men on It rarrlpd 3 npws Rtorios IS odi the observation of pictures since torial features, five editorial illua on the five editorial illustrations trations, ten national display ad included in the paper their reader ad28 local vertisements, display while with shiP average was 90 vertisements and approximately three columns of classified adver me uieu ooyr uuservuu at least one picture.. Both agreed on rat-tising. in a sPts picture showing a The American Fork Citizen was ... . . .... . woman who had successfully ha? her elk as number one. Both VUC cuibvt tui luattoi auu. vut ou uen and women agreed on giving vertising. Women read the paper New Home of Studebaker," "The .more thoroughly did than men, on page iour, me num aPPeannS since 100 of them read some of ber five A picture of a qorating. fv news ana ine 7o some oi me wrecked plane interesti a eater advertising, as compared to 97 of men than women of the men reading some of the Percentage lu's appeareu us P"l" news and 91 reading some of the advertising.. Men appeared to number two on the men's list and be more interested in the national number four on the women's with a readership score of 89 for the men and S7C7-- for the women Ninety-nin- e percent of the wo- men and 92 of the men read some of the advertising. The sur CENTRAL COMM. vey issue contained ten national display ads, 2S local display ads anu approximately uiree co,umnS AND SUPPLY CO. of classified advertising. All class es of advertising were exception Materials ally well read, the lowest score for the women in any being 81 FOR YOU amusement advertising and 65 BUILDING NEEDS for the men in the same class. The only place in all depart- ments where men have led worsen 72 Phone Helper readersh.p was m t:.e depart- - 89, if - r" ZZJr,7" JrZrJ? - lietler 1 mwrb C as UiktLlLI mm QUiLUdl f asB ON Let Us InstaU It During. Oar Season . h A con-!wil- nt ." 1 are-thos- j II it tS'ij ex-io- posi-vicinit- y, ht years V. nnmnlA V. i ,1 . . i.. V. i n r. A1 ...... mV I SAL . ... i a, "- ... . . bv Mrs. Louise Anderson, stake beekeeper, acting for,,,, wa1 nr.nt.d tweive years 01 agej'-'-"- ' piice among whose the 1.64 women's best-rea- d appears and whom of were signature males over, but Mrs. Lucy Grant Cannon, general president, ten, . emu ,c x.uo nviD iciiiaitsa. neuuciD . t..m. t7iclii.ii njiu a euure oi on the citation, families had an average of 3.14 81 per cfcnt. This article was typi- members twelve years of age cal of those which did not score AL STOBAUGH and over, 1.62 of which were males high readership ratings with worn, an men read ment of national advertising. In or in other words en since they were articles con1.52 females. and of BOX 517 Huntington, Utah the reading of national advertis- - average of approximately 10 Of .the nineteen people who cerning a school hoard election, some the of adg read locg, IV '" stated that they had not read the city zoning questions, a Lions Club Or Call Men lodked at the theatre ads in paper thirteen, or 68 per cent said meeting and cattle the national ads as compared with growers prob. S7 of the women. Men averaged greater numbers than other local, tney usuaIy read it although they lems. Helper 395B5 & hisher readership on the nation adg, 8ince they gave Cameo and had not read this issue. The rea- On the other hand the articles al advertising than on local, while utah Theatre ads first and second son jVen ,t,v mont suhRcriheri fnr which scored high We Have readership with the ojposite was true in the case rating with readership scores of not reading was that they were the women and received low ratNUT and 6" of the women. and 64 respectively. Wo- - too busy. This might be explained ings by the men were local news at re?id men least & more ads men whUe gaye thege twQ pace in part by the fact that the sur- items about marriages, so i i OIL SLACK th ha,t ith ramm vey was made otinai nn than did women. three af only days fourth and Utah tied for fifth with ter publication date, a relatively as indicated by the score of 88 .. This si. and nf the men who read at least one scores of RO Hrv,a ii., n . ...... 1: A ' , as- with sfi, of the wo- - m ... hnw. .. Wr v..r-.- i no survey issue oi ine ...r,... "u rnmnaraA men, womVn led the men in the centage than men for these items atch Wave was well read by both readine of more of the national hut te women save clothing and adg since their overaii average tood ads an even higher iatlnr!m0re extensively and thoroughly readership on na- - wjth 8Conj was 38 h,nman.g Penney.s, and than men in every department ex-i- n T Uonal ads a3 compared to a men's w,tpp.. section Mflrkpt ratpd cent in the readv-nrlscore of 35. Of the ten national fjr8ti Becond and tnird on their 45 per cent of the men read some ads appearing, win men bfist rpad nst wUh reader8h5p of the columnists' contributions men averaged reading approxi- - SPOre of gl an(J gl respecU a compared to 32 per cent of the mately three and one-hal- f. funv Tney aso inclded another women, and in the classified ad ON THE COLORADO RIVER SCENIC The 1344 line United States ff)od gtore ad jn thejr Bt since vertising section 90 per cent of Steel ad led both the men and Tayior.s Market tied Utah Theatre the men read some of the ads as women's list of best read ads, en- - for fifth place SHORTCUT THRU THE ROCKIES compared to 89 per cent of the con next over the a women. margin joying 7iZ, ln(Jex ntl All of the men and women who tenderof 18inthecaeofmenS p Effective May 30, of case 19 he and in read the paper read some of the readership, . -m,. uie rthe Westbound EXPOSITION FLYER h local news, and all of the women sjde back gr fr read some of the society news, algave Acoustican L.ttlefield Com- - men )gt w -. will leave DENVER at 9:00 A.M. instead of 2:00 P.M. and 8econd on the women.8 llgt though only 92 per cent of the men news a reauersmp read in the will arrive HELPER at 8:20 P.M. Instead of 3:35 A.M. ' er.nra n 4v .uh tha society oyc nst varrian O. Tritt, D.O., classification. men's will arrive SALT LAKE City at 11:45 P.M. Instead 7:35 A.M The reader interest of women was in great degree due to a phvsician am, &d 8C(jred Surgeon will arrive SAN FRANCISCO at 9:05 P.M. instead 8:50 A.M news poriit- a high of 800 for all display ads differed somewhat form that of o wnicu gv0 u. - This ad w&8 paced al)QVe one of men in showing more interest in ONLY ONE NIGHT to SAN FRANCISCO Men gave uwii. 5" the well.reail food ads npar thft personalities and social news, and less Interest in civic problems and and Pep 88 ads an exclusive place r,eht sde anJ 2 of Eastbound Schedule No Change business. On the "ten best-re- a on the five best read list while was a , & a(J sfinp,e ,u,b tant, news items list" of the two groups women gave Santa Fe Trailways amount Qf whKe space 8pread westbound Royal Effective same date, and Mountain Fuel Supply ex narrowly over tWQ columng These there were five articles which apwilf elusive rating on their list. In all factorg undonbtedly had aomethlnf? peared exclusively on each list. On 3:45 A.M. instead leave Helper Gorge other cases the men and women to do with the high index score of the men's list the articles not ap 3:20 A.M. of agreed on the best five ratings. thia ad Gunther sheet Meta, pearing on the women's list were those In the index rating department Work. rankpd regarding zoning laws and nn fhtt mM,, school board elections, while an which equalizes ads on the basis list wth lndp of reading per line per iuu.uuu Strang's Jewelry and Gift shon nouncements of marriage and local readers. Acoustican Uttlefield Co. apnearpd fifth in the woraen.8 rat news failed to place among the rated number one on both men n(? with an ,ndpx gcore of 589 top ten items on the men's list, and women's ratings with an in- - A11 otner adg appeared on fcotn although they stood high in reads with the women. aex score or Railroad ior me men ana l8ts. These scores are all Denver & Rio Tery ership and 376 for the women. Men and hiRh compared with other Another significant comparison ratings home- women were also in unison in of thig index Thls can be expialn. can be made between the ad second giving Utah Mines place, U.S. Brewer Foundation and Union Pacific ads thk-- and fifth By The Helper AD VENTURES Men gave fourth-plac- e respectively. TOP "VTEL- 1THAT PROVES YEP. AND -- XXWICW REMINDS rating to Utah Power and ( I DO YOUe EYEST NOME fesPECIALLY EEADERSHIP SEEING19 Light company while women rated ME DO YOU K.NOW IBOTHEE. you, M0R-E- BELIEVING- - lN OUR. PAPER, T OF THE. Santa Fe Trailways fourth with a THAT &4 ; V MR. V. LOCAU 173 index rating. IMPRESSIONS MADE. , ON THE M'.ND AR.E. Women led the men both in the MADE THROUGH THE J number of those who read eny local advertisement, and also in reading more of the local ads.. Ninety-eigpercent of the women read at leat one local ad, whereas men's score in this department Women's was 82'. readership score on all local ads averaged .'.if A v n 529'r, or, of the 28 local ads read an average of H. Dy ( :f comparison, men's average reader ship score on the local ads was a Z97r average for the 28 'ocal ads, d..j.i vA From 6. - Inch i hior 79. rthin ' . nRicrGrtmSe m FASI tli DAYLIGHT nt SCHEDULES A WATER HEATER Off-Kus- tions. etc. The average readersWp score for women on the best-reten list was s per cent as ctm. narert with SI 7 ner cent for me a. All photos in the survey iswrt were from syndicated service, The number one choice of Dot men and women was a front pa two column picture showing a goJf ( test-reaer shooting out of a sand trap near one of the Egyptian Pyramids, The picture was titled "Shades of the Pharoahs" and was observed by 78 per cent of the women and More men read some portion of women. 71 per cent of the men. Men and. "'For Rent" section than any other were in the essential agree ..,. .i .;,...,ar..o i.intti ivini nunc ouci ti9r"ui3 women readership as com- - (m,8(ore(l on most other selections on scoring ,9 lent a ()ther of ads of the women read- -' mred to ,2 list with exceff Ex the c ing some part of the For Rent ljfcanep.8 ads ,wtdinl, tion women gaye of fact that the ()n the w0ln. notl0esa Picture in the ready print aec- 80 81 cent and list with per t:is 011 baked stuffed tomatoe The survey of the lleber Cityiper cpnt readershlp scores respec-itio- n Wasatch Wave presents some in- - (jveiy saving meat a second place ratfnf a s(ore of 74 per cent, while tere.sting information in that it is, The November 14th issue n the first survey of the series based tained thlrtv W new ifmes and only 15 per cent of the men re- on a newspaper which includes e!eVM1 editorial illustrations. Worn, seeing this illustration. A study of both the Editorial syndicated service, or "ready-prin- f en showed a highor percentage of Inews realership than did men. Departments and the Advertising Paes. The Wasatch Wave is a weekly 0ut ()f the thirty-si- x news items indicates a wider disparity bein Heber ln the paper each woman read an tween men and women readership publshed newspaper Pity, Utah, and Is the only news- - average of twenty-on- e articles, or in the ready print sections than" tne home-prisections. Thus, paper in Wasatch County. Each 59 man read each while j. gnt, iu "anv ready-printis seven women led columns and .ide page an average of twVity or 65 per men by a readership score of 85 ; has 2761 lines to the column and cent. 1935 lines to the page. There! AH of the news items makine!uer cent t0 7 Per cent; on the are eight pages in the issue sur. up the ten best-rea- d list for men features, 86 per cent to 58 per of which four are syndiveyed. and women appeared in the home, cent; and in the national advercated service and four are of lo- print section of the' newspaper, tising 76 per cent to 29 per cent. cal news, features and advertising. and all tout two articles were on Departments which score high la for women news items page one. The two articles not the ready-prin- t There are thirty-si- x in the survey issue, eleven editor- appearing on page one were local concerning recipes and sewna. items from Midway and Center ing appearing both In the editorial-matte- r ial illustrations, twenty-fiv- e and in the advertising. The tional display ads, seventeen local which appeared third and fifth display ads and approximately one on the list of ten best news items one exception to the above wherein the men's readership was high- column of classified advertising. for women. The circulation claimed by the There was an unusual lack of er- - was in the reading of column- where men's readership score publisher for the Wasatch Wave agreement between men and wom-list- s. i CW . as of November 14th was 889. A en as to the ten best-rea- d articles. waa 45 Per cent 83 compared to large percentage of this circula. Each listed five not listed hy the'32 per ,ent of tne women reading tion is in Heber City, although it other and were thus in agreement some of the columnists' offering. Ninety-si- x covers the news and circulates n per cent of the womonly five articles. The article which received the en and 92 per cent of the men read tensively in rural areas and sur- rounding settlements. One hund-'be- st average between men and.801"6 of tne advertising of the red thirty-tw- o of those interviewed women was a report of Howard issue surveyed. The local advertising was read more 2y bot& lived in Heber or its immediate Eggleston receiving a new while twenty-si- x lived in tion. This article enjoyed the high. sexes than was the national. Nine- Per cent of the women re- the outlying settlements and on est score for all articles with ally-fiv- e the R. F. D. readership score of 95 per cent numbered seeing one or more of One hundred and fifty-eigper- - for women, although it anneared the locaI ads as compared to iS "0Dert DOOln' nember of the Castle Gate LDS ward, hat sons were interviewed on Monday fourth on the men's best-rea- d (Continued on Page Eight) ten achieved quite an enviable record In M.I.A. work In her community. November 17th, three days after Hst with 83 per cent of the men publication date. One hundred observing it. ice awarJ certlflcate presented her The article which led the men's ..... ... w. uu J. , " three said Order Your by the general presidency of the LDS M...A. Board for having they had read the issue being list was a report of no filing for school board a with Subscriber in families read vacancy The citation surveyed. Gate ward. Castle fn the as Beekeeper nsecutive - discussed by the city officials, professor Weldon J. Taylor. men of Eighty the is It percent .eight spon the of department. h ad the Utah State Press read this article as compared to of lhe womeD- The news ar. I72 Saturn. ticle d he hiShe percent. The entire task of. mterviewingj aee nf women wa an itom tullino" -- ..wHhers was perrormea oy tne w and Journal eRI,s of Advertising town for a wool growers' conven- ism at BYU. Representative sam. tion which 91 of of the subscription lists nlines t re- aw selected by approved search methods. The American Fork Citizen sur on the issue of vey was based 14, 1947. InNovember Friday, PACE SEVEf most-looked-- at Pff .... JOURNAL Utah 1 .iu w6 ' Has Fine Record In M. I. A. Work; the Heber a ra the of a of series Lond and third be studies market and Ldership f!: inducted by the university. oUUUi. ,.Bv vuiui.mju tne The project 10 De- construction of a new million the university's Marketing tment under direct supervision gallon watr tank that was being u (Liaui ' ready-prin- More Surveys Reveal readership of Utah weekly "oapers was further revealed Bes Rtudies recently two reaucjijr of ComSchool m,Ped bv the merce. Brigham Young University, HELPER THE ed by the fact that most of the j .ads are small, which gives them Helper, great advatnage under the index Last week te Journal inadvertantly reported that Mrs. Robert lonmila, as well as the high read THURSDAY, MAY 27, 1948 rship of the paper. A greater percentage of women Men show, t. print and in that ward s Primary. Everything was correctly stated, except that read something in this section as w, an readership based ttVerage on any r(vadin& for tne page or 93 ...F.:u -- uu it should have read Has Fine Record in M.I A. WORK. However, the average readership n. f ,h. hnmnrint Mrs. Booth s plc- - in the eight departments of the We regret this mistake and are t0 52 per cent for the (.mparea classified section for men was ture with the corrections necessary rpa(ivprint. while women averag. slightly higher with average read ed 94 ppr ctnt oa all home- ership of 73, than was the av- - print pBJ5es as compared to 73 per era:e readership for women, which ent fof ,he ready pr,nt The hifih was 71. The section comparative showing of the worn- d .,-- women was the "For Sale" en h) the reaav.prjnt section was section wherein they scored 82, influent by sewing pattern ads of the men and arti(.ies , recipes which at- .ts compared to 74 something in tMs section. ,racted a high percentage of the la,,. . w rmyw- ir - In the at MERTLAIID HEATERS Rod .With Magnesium Anodic Model Table Top or Upright SEE IUS Washers (New and Used) Water Heaters Royal Vacuums Water Softeners stokers Electric Motors A.B. Electric Ranges Waffle Irons Toasters (Pop-Up- ) Automatic Irons Radios Complete Line of Majestic Combinations. Portable and Table Models of Fishing New Stock Popular Brands Tackle and Accessor Radio-Phonogra- ph OTHER HELPER SCHEDULES UNCHANGED Grande Western IfCR Refrigerators at Journal RITA'S J but - 0T9 - .JlwWEee r. I. 1 1 II pjSMIVERTiaN94i4 mmmmm ht vo-me- - ) |