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Show Weekly Papers Outstrip Dailies For Readership Readership of general advertising adver-tising is seven to eight times as great among readers of hometown home-town newspapers as among readers read-ers of big city dailies, according to two surveys completed by the Department of Marketing at Brigham Young University, cooperating co-operating with the B. Y. U. Journalism Jour-nalism department. The surveys were made in Springville, using the Spring-ville Spring-ville Herald, and in American Fork, with the American Fork Citizen as the subject. Both were conducted under the sponsorship of the Utah State Press Association Associa-tion The survey indicated, according accord-ing to Roy A. Schonian. manager mana-ger of the U.S.P.A., that readership reader-ship of general advertising in the two weekly publications averaged av-eraged 40 per cent for women and 34.4 per cent fox men. In metropolitan dailies, the average readership of general advertising advertis-ing is between 4 per cent and 5 per cent as indicated by readership read-ership studies of long standing acceptance, he declared. Average readership of small town weeklies is superior to metropolitan met-ropolitan newspapers because the tempo of life in the smaller town is slower, and hometown newspapers have that homey, neighborly spirit, which cannot be achieved by the big city dailies, dail-ies, Mr. Schonian said. Other readership surveys were made by the Brigham Young University departments of Journalism and Marketing at Heber, Morgan and Kaysville, using local weeklies in each city as a basis for the studies. |