Show YOUNG UNIV UNIV REPORTS ON OX ADVERTISING Readership of or general advertising advertising advertising adver adver- is seven to eight times as great among readers of hometown hometown hometown home home- town newspapers as among readers of big city dailies according according according ac ac- ac- ac cording to two surveys completed completed completed com com- by the Department of Marketing at Brigham Young University cooperating with the B. B Y U. U Journalism depart depart- ment The surveys were made In Springville using the Springville Spring Spring- ville Herald and In American Fork with the American Forks I Citizen as the subject Both were conducted under the sponsorship sponsorship sponsorship spon spon- of the Utah State Press Association Tho The survey Indicated according according according accord accord- ing to no Roy A. A manager manager manager man man- ager of the that readership readership readership reader reader- ship of off general advertising inthe In Inthe Inthe the weekly publications averaged averaged aver aver- aged 10 40 per cent for women and 31 3 per cent for men In metropolitan metropolitan metropolitan met met- dailies dames the average readership of general advertising advertisIng advertising advertis advertis- ing Is between 4 and 5 per cent as by readership studies studIes studies stud stud- ies of long standing acceptance he declared A Average readership of small smalltown smal town weeklies is superior to metropolitan newspapers because because because be be- cause the tempo of ot life lire in the smaller town Is slower and hometown newspapers have that homey neighborly spirit which cannot be bo achieved ed achie by lJ tho the big city dallies Mr Schon Ian said Other readership surveys were made by the Brigham Young University departments of Journalism Journalism Journalism Jour Jour- and Marketing l at Heber Morgan and Kaysville using local weeklies in each city as a basis for the studies C 1 j |