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Show Readership Is High in Weeklies Readership of general advertising advertis-ing is seven to eight times as great among readers of home town news papers as among readers of big city dailies, according to two surveys sur-veys completed by the Department of Marketing at Brigham Young University, cooperating with the BYU Journalism department. The surveys were made in Springville, using the Springville Herald, and in American Fork, with the Amerioan Fork Citizen as the subject. Both were conducted under the sponsorship of the Utah State Press Association. The survey indicated, according to Roy A. Schoniian, manager of the U. S. P. A., that readership of general gen-eral advertising in the two weekly publications averaged 40 for women wo-men and 34.3 for men. In metropolitan met-ropolitan dailies, the average readership read-ership of general advertising is between be-tween 4 and 5 as indicated by readership studies of long standing acceptance, he declared. Average readership of small town weekiles is superior to metropolitan metropoli-tan newspapers because the tempo of life in the smaller town is slower, slow-er, and hometown newspapers have that homey, neighborly spirit, that cannot be achieved by the big city dailies, Mr. Schonian said. Other readership surveys were made by the Brigham Young University Uni-versity departments of Journalism and Marketing at Heber, Morgan, and Kaysville, using local weeklies in each city as a basis for the studies. |