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Show Tho Salt !.aki Trihnm Thursday, October 27, 177 DESERET NEWS, WEDNESDAY, OCTOBER 26, 197? The new technology newspapers are healthy and growing. They are the number one advertising medium in Salt Lake City as they are in all of America. In 1976, $10 billion of advertising was placed in U.S. newspapers. This is over $1 billion more than all national and local television and radio advertising combined. Every day, 357,400 different adults turn to the Salt Lake newspapers to find out what's happening in the world, the state, their local communities. They shop for new ideas, new lifestyles, new products and services. While they are reading the newspaper, page by poge, they read your Daily Salt Lake's daily newspapers are setting the pace in using new technology to produce better papers, faster and with more flexibility. Computerized typesetting at thousands of words a minute brings on a dazzling reduction in lag time between the typing of news or advertising copy and the printing of the newspaper page. New offset printing presses deliver quajity reproduction, sparkling photographs and lifelike color in Saturday evening Church News editions and Sunday's Home Magazine & TV Log. advertising. When is prime time? It's always "prime time" for the daily newspapers. They are read around the clock at the time of the reader's preference and convenience. Advertising messages stay on the page where they can be looked at, read, absorbed, compared, clipped and discussed. What about cost efficiency? A retail advertiser can place a quarter-pag- e ad (600 lines) in both Salt Lake newspapers for $409.50. For about the same amount of money the advertiser can buy one ($412) spot on one network Salt Lake, and one daytime spot. Newspaper research shows that three out of four shoppers in a store read a daily newspaper yesterday. They will read one today, and again tomorrow. And over seven days, nearly all of a store's customers read at least one daily or nd station in TV TV The chart below illustrates that there is more than prime-tim- e Newspaper readers are shoppers 30-seco- advantage for newspapers in reaching adults (18 years and older) with the advertising message for the same cost. three-to-on- e HOW FAR $409.50 CAN GO IN THE SALT LAKE MARKET Sunday newspaper. Adults 18 4- - years Newspaper readers buy 800 shoppers were interviewed at the point of sale, about seven different advertised items of merchandise. 60 OF THEM HAD SEEN the newspaper ad for the item on sale, and 34 actually came to the store BECAUSE of the ad. Of those who came to the store beccuse of the ad, BOUGHT the item. And that's not all. While 61 in the store they locked at other things and they bought. On the averoge, for each dollar spent on sale advertised items, THEY SPENT ANOTHER DOLLAR ON SOMETHING ELSE IN THE STORE. TV 1 COSTS SALT LAKE NEWSPAPERS 412.00 409.50 124,960 384,300 3.30 1.07 Gross On prim lim 30-sspot and on daytim on tocal network TV station 600-li- n Even more exciting than the new technology is the change taking place in editorial content. Editors are paying attention to the profound changes taking place in our country's way of life . . . attitudes . . . leisure time . . . occupations and preoccupations. The nature of work is changing. New attitudes emerge towards fundamental church, marriage, education, standards and goals. This is what today's Americans and newspapers report on are concerned with these issues in depth and detail every day. Walter Cronkite commented recently on the fact that the entire content of the average half-hoevening newscast would fit on Vi of a single page of a standard size newspaper. institutions: ur Impressions CPM The new editorial content newspaper, more than any other medium, serves the fundamental needs of the American people. Nothing else can sell as much merchandise and as many services to as many people, at so little cost, every day of the year. The ipo on ad (V page) in The Salt lake Tribune and Detrt News daily Results, not habit, explain why Salt Lake retailers continue to use the newspaper as their These comments and newspaper research findings were selected from "Report to the Top," an presentation by the Newspaper Advertising Bureau. audio-visu- al 1 medium. |