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Show HILL TOP TIMES Friday, November 21, 1986 Do people read Hill Top? Survey finds Qui1 right. Ten percent of the members believe what is written in the newspaper and 74.1 percent usually By Freida Sickinger Affairs Office ALC Public Ogden Have you ever wondered how many people read the Hill Top Times or how its staff determines what to print and not to print or what the likes and dislikes are about the paper by the civilian and military readers? If so, you may be interested in knowing what the staff learned during a readership survey conducted during September. To ensure the Hill Top Times meets its objectives, a newspaper readership "survey is conducted every two years. During September, this survey was conducted jointly by the Public Affairs Office and the Cost Branch of the Comptroller. The survey revealed an impressive education level. All military respondents were at least high school graduates and 65.9 percent had some college (almost a 10 percent increase from the 1984 survey). College graduates were at 11.7 percent, a decrease of 8 percent from the 1984 survey. High school graduates with some college in the civilian population was 57.7 percent, a slight increase from the previous survey. Slightly more than 79 percent of all respondents were married. Most members obtained copies of the Hill Top Times in their work area and 46.6 percent of them always read it. A percentage of 52.7 read more than half of the newspaper and 77.3 percent read about half or more. Three members said the level of reading was difficult and 93.4 percent said it was about All You Con Eat believe it. Overall appearance was considered good to excellent by 84.9 percent of those surveyed. On questions regarding content of the paper, such as Air Force news, command news, base mission, people, views of the commander, family, sports news and Action Line, 51.6 percent and above regarded these areas as having the right amount of coverage. Least percentage was in the Action Line and the highest percentage was 72.2 percent of news and views of the center commander. All respondents liked action-typ- e photos, compared to grip and grins and "mug" shots. "Mug" or portrait-typshots were preferred over the grip and grins. Front page features articles, the editorial page, mission-typ- e and news about people were considered interesting and informative by 56.9 percent or more of those surveyed. There was an overall increase of 8.5 percent sports news from the survey conducted in 1984 and 33 percent of the military said there was not enough in this area. Compared Jo other base newspapers, 51.6 percent of those surveyed considered the Hill Top Times average and 22.2 percent considered it above average. Military members probably had a better comparison because of their mobility, 60.6 percent rated the paper average and 17 percent rated it above average. Several respondents made comments on the amount of editing done on submitted articles and these individuals seemed to have lost incentive to send information for the paper. Military people said there should be more military news and civilians indicated there should be more civilian news. How it was done A standard base newspaper readership survey was prepared by the Office of Management and Budget and with slight modification was conducted here. However, before the survey began, it was approved by the local survey control officer and the labor relations office. It was determined that 540 surveys should be sent out for a return of 378, to provide a 95 percent confidence level. Based on the civilianmilitary mix, 406 questionnaires were sent to civilians and 134 to military members. The random selection was by the last two digits of a social security number, through a computer run conducted by Personnel Division. Out of the 406 sent to civilians, 299 were returned for 73.65 percent. On the military side, 101 of the 134 were returned for 75.37 percent. e LUNCH BUFFET . However, most seemed satisfied with the content and format of Hill Top Times. Occasional negative comments and indicators were offset by positive ones. Areas that could be increased in the paper included information about the base mission, its people and Action Line items. Areas of sports showed mixed reactions. The "too much" category of sports news decreased from the 1984 survey. There were 21 comments regarding too much advertising, which were made without power of suggestion from the questionnaire. 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