Show EDITORIALS OF THE WEEK LARGO FLORIDA SENTINEL Ind says a 8 89 9 56 WEEKLY PAPER FILLS NEED IN HURRIED SCHEDULES TODAY Dorothy at whose perceptiveness and alertness many of us have marveled as os we watched her on the TV panel show My Line Une also writes an interesting syn syndicated newspaper column Recently she had this to say You can read on a train crossing the desert or on a plane at feet above the Atlantic no static no fading no blips Youcan You Youcan Youcan can read In a bathtub or while hanging onto a pole in a crowded bus You can read as much or as little as you want as fast or as slowly as DS you want And if it you read something you like you can can tear It out and save it to read again some day I enjoy radio and television and I am gainfully employed by both but I must admit they have their draw draw- backs Did you ever try to clip a television program and paste it in your scrapbook This brings to our mind the fact that TV and radio actually fit hand in glove with the weekly newspaper Actually these mediums may cut into the tho advertising revenue of the daily dally and into its tion as well but not so with the weekly Editor and Publisher Yearbook gives the following facts about newspapers and their circulation since 1947 There has been an Increase Increase In In- crease of 2 in number of daily dally newspapers in that time while the weeklies have Increased 21 Average circulation for the dailies has increased while the weeklies increased a bouncing Thus the circulation of the weekly has Increased about five times as fast as has that of the daily papers We believe that one of the reasons for this is that many people today today and and we know this is true in the large arge rural area in which the Sentinel circulates go to their radio or television set for their na na- news and depend on their weekly newspaper for their local items and ads by which they plan to make purchases for the weekend Thus we feel that much of the increased circulation of the weekly papers In to the past ten years Is due in no small way to the coverage of ot national anI and state stat news new by radio and television and the Increase in advertising lineage in the weekly is due to a certain extent to the fact that high costs of 01 TV and radio advertising cause the smaller firms in the smaller towns to use the less expensive advertising medium the weekly paper which goes to the smaller area in a more concentrated ed form fonn The smalltown merchant as a rule seeks to reach Just his own trade area and isn't interested in paying for tor circulation in a huge area lUea in which only a limited number of persons are an his prospective customers cus cus- |