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Journalismseries.Pdf (12.85Mb) THE UNIVERSITY OF MISSOURI BULLETIN VOLUME 42, NUMBER 15 JOURNALISM SERIES NUMBER 87 Measurement of Reading in Weekly Newspapers (Second Series) by Lester E. Finley School of Journalism University of Missouri ENTERED AS SECOND CLASS MATTER, JAN. 2. 1914, AT THE POSTOFFICE AT COLUMBIA, MISSOURI, UNDER THE ACT OF AUGUST, 24, 1912. ISSUED TWO TIMES MONTHLY.--1200 AUGUST 1, 1941 Table of Contents Explanatory o o o o o o o o ., o o o o o o • o o o o o o o o o o • o o o o o 3 Reading of news matter by pages, tabulated . o o •• o o •• o • 4 Reading of advertising by pages, tabulated o o • o •• o o •• o o 4 Reproduction of newspaper pages, begins on .o o o • o o • • • • 5 Marceline News . • • o • • • • • • • • • • • • • • o • • • o o o o 5 Pierce City Leader-Journal. • o o •••• o .. o o • ., ••••• 13 Savannah Reporter and Andrew County Democrat . • o • 19 Cass County Democrat, Harrisonville o o o • • • • • • • o • 27 Fredericktown Democrat-News .. o • a ••••• o •• ., • o 35 Reading of subject matter by types, begins on .•...•.•. o 43 Reading of advertising o ·........ o • o o ., •• o • o o •• o •••• 48 Average number of readers per copy ..• o • • • • • • • • • • • 49 Status of farm subscribers interviewed •. o • o o o o o • o o • o 49 Reading of other newspapers o o o •••• o ., •••••••• o o •• 50 . Where subscribers shop • ., • o •••.•• o •• ., o o ., •••••••• 51 'Reference to advertising as aid in shopping ............ 51 Time paper is kept in home . ., .. o • ., o ... ., • o o ••••• o o • 52 Length of time persons have been readers and sub- scribers .. ., ... 52 Habits of newspaper reading, begins on ., • ·• . • .. .. ., . • ., ., . 53 Explanatory This study, made in the spring and summer of 1941, is a continua­ tion of the surveys made in 1938-39, and published in the University of Mis­ souri Bulletin, Journalism Series, No. 84. The technique used is essentially the same: 100 readers of each of four papers were interviewed personallya <170 readers of the Cass County Democrat, Harrisonville, were interviewed because of this paper's larger circulationo) These persons were selected on the weighted sample basis, and interviews took place from two to five days after distribution of the newspaperso Each person interviewed was asked to indicate on an unmarked copy of the paper what he had read and these items were markeda Answers of "I usually read that" or "I expect to read that" were discardedo Headline readers of news stories were not tabulated, but readers of headlines on certain advertisements are indicatedo The symbols at the top of each page show the number of persons reading any news story or advertisement on that page, but do not include news story headline readerso The symbols superimposed on each news story and advertisement indicate the percentage of men Cm> and women <w> readers of that item. Half of those interviewed were men and half were women and only adults were in­ cludedo These interviews, like those in the previous study, were made dur­ ing the spring and summer during busy farming seasonso The measured per­ centages, therefore, probably are the year-around minimum. Because of different conditions under which newspapers are pub­ lished and because of differ enc es between editions of the same newspaper, gen­ eral conclusions based on this study should be avoidedo However, these find­ ings, if studied with those published in the earlier bulletin, may be helpful in informing the weekly newspaper editor of reader likes and dislikes. All pages of the newspapers measured are reproduced herein. The newspapers are: Marceline News, Circulation 1487 Pierce City Leader-Journal, Circulation 625 Savannah Reporter and Andrew County Democrat, Circulation 2315 Cass County Democrat, Harrisonville, Mo., Circulation 3300 Fredericktown Democrat-News, Circulation 1877 -3- Per Cent Readers Any News, Editorials, Features on Pages (The following tabulation ·shows the percentage of men and women interviewed who recalled having read any of the news, editorials, or features on the newspaper pages. Those who "saw11 an item without reading it are not counted.) ~ Ma;r~eline Pi~;r~~ City 6£tvannah RenQrter Cass County Frederi~ktown HQ. ~ Leader-Journal & Andrew County DemQ~rat DemQcrat-News Democrat Men Women Men Women Men Women Men Women Men Women 1 100 100 100 100 100 100 100 100 100 100 2 40 66 88 92 50 70 34 59 72 82 3 64 76 96 96 62 82 49 64 76 94 4 74 78 80 92 96 96 92 96 78 90 5 58 98 82 96 92 98 49 67 60 92 6 68 82 88 98 80 90 62 78 66 88 7 71 80 56 62 78 85 76 98 8 64 78 82 100 53 64 68 96 Per Cent Readers Any Display Advertising on Pages 2 70 78 56 68 38 38 68 53 36 38 3 70 78 56 58 . 48 58 55 68 52 68 4 72 84 62 70 60 52 51 77 62 68 5 88 84 76 84 26 32 71 78 64 74 6 74 66 76 84 80 90 44 40 32 30 7 70 66 58 62 19 20 22 18 8 60 82 76 78 56 87 56 74 -4- AR CELI E NEWS SUCCESSOR' TO THE JOURNAL-MIRROR AND HERALD V.OL. IJV. NO. 25 MARCELINE, MISSOURI FRIDA:Y, MARCH 14, 1941 8 PAGES -$1.50 A YEAR M. U. JOURNALISTS HERE NEXT WEEX 0 THE ANNIVERSARY FATHERJ. rMw:1s ~£Ao REPORTS ON AREA Thomas J. Flint, 76, Succumbs Sa,t­ unla.y At Dis 'Fann Home Of GIRL SCOUTING Near Bethany. SCOUT ACTIVITES ORGANizn.rION 29 YEARS OLD WEDNESDAY. Always a UPTOWN good show An H. J. Gri/fitl1 Theatre ./Jlt1ud: Haw• your h1111t<111 .. 01111- tlon flv•n Iii• onc•·•ver by H!fl..,n• FRIDAY and SATURDAY~ MARCH 14-15 who know•. W•'tl Contlm!OUS Shows Sa.turd&y Stilrtlng at 1 p, m. 10·21o Mat. & Eve.-Inoludlnir All Taxes 2-Shows for the Price of-1 Hit No. 1 IlltNe>.:I THE BUMSTEADS ROY ROGERS In "BLONDIE GOES GEO. "Gabby" llAYS In 2) LATIN" E.~ ::~~r: with l 02 E. llowelJ l'honl'l' 84 : Arthur Lake • l'ermy Singleton "BORDER Baby Dumplinir · .LEGION" Plus Chapter No. 8 " RCHER" Sunday and MARCH ltl-17 Sunday Shows Continuous From 1' p. m. 10·3le All Day Monday Matinee, 2:00; 10-2le Evening, 7 & 9; 10·3lo Extra (Prices Include All Tax) Added! The Screen Goes Never before so manv Stars in Wackg in Khaki! one Film! The Armg Goes "THE CAVAL­ Boogie-Woogie CADE OF with a Bang! ACADEMY LOU AWARDS" COSTELLO Clark GABLE Bette DAVIS THE ANDREWS SI~'!':~~ Clu.U)letl.c COLBERT in Paul MUNI K. HEPBURN Bob IIOPE. Walt DISNEY Norma. SHEARER "BUCK Vivien LEl:GH l\llekcy ROONEY Ilclen HAYES 11 Janet GAYNOR. I PRIVATES" Filmed in the with Beautiful LEE BOWMAN - ALAN CURTIS JANE FRAZEE - NAT PENDLETON COCOANUT and These Song Hlts-­ GROVE ''Doogle Woogle Bugle Boy" "You're A Lucky FcUow, M:r. Smith" "I'll Be With You When It's Apple Blossom Time" "Bounce Me Brother With a. Se>lld Four'' •You name itl-We've prob- "When· Prlvat(I Brown Becomes a. Captain" , ably got it-the car you've: "I Wish You Were Here" been looking for, the very, one you' ring TUESDAY 0.NLY, MARCH 18 10~2lc All Da.y-Including All Taxes toown ~18 he The ni.:st Clsc~ Kid Adventure· S!nae The :M!emorable "In Old Arizona!' precise ou CESAR ROMERO - RICARDO CORTEZ never W 4 ed in possibl " ••. AND I GOT A REAL BUY AT THE You'll trade COUCH MOTOR CO" "ROMANCE of the· RIO GRANDE" on your old car than you with Patricia Morris - Lynne Roberts You too, .can get a. world of fun driving a good used car this ever thought it would bring, N~Raam spring ••• JU'St come do- •- - - • we'll make you an of· Pl~-"Popeye M.eets William Tell" :And our generous time pay­ fer on YOllr old ear.. [ill thn.t you can 1'.fford ment plan makes the rest a later model ne>w! M 30 I•--·----- far&laam! mighty easy. Look for the 2-1938 Chewole1 W 12. s, good paint and THURSDAY • FRIDAY, March 19-20 t;nan with the Bargain Ba­ heaters. , 2 Shows for the Price of 1 zaar Badge! Come in today~ 1-1937 Chevrolet ···-~··-· ~- ... - ...,xe Coach excellent W• Trade For Any And /Ul Male•• condit,ion, heater and radfo, new tires aX:d battery. KAY FRANCIS ADOLPHE MENJOU JACK OAKIE CAROLE .LANDIS 1-1937 Pontiac Coach, extra clean. GEO. BANCROFT JOHN HUBBARD 1-1937 Ford Coach, new tires and excellent finish. in ClIAS. BUTTERWORTH .LOHMAR'S 1-1934 Ford Coach, a. real bargain. "LITTLE In MEN" DRUGSTORE 1-1'93:fChevrolet Coach, in good condition. "ROAD SHOW" ,6J~~.. 1-1929 Chevrolet Coach. l.OMING-A Screen Thrill In Technicolor-- CO UC~~tOr Co. "VIRGINIA" Phonell ~·l-iiiiiiii•Miiiiiiiia•rc•e•li•n•e,•M;;;;;o•• ..:Jl,.llllllMlaldlellelilnlelClalrlrlollll·IFlrleldllMlalclMlurrlllalylllllll" ·6-. ~~~ l-\\'\ ~ \ \\ THE MARCELINE NEWS, MARCELINE, MO., <FRIDAY, MARCH~ 1941 PAGE THREE ... EW s gh schools resort to fighting as Musselfork, ()gle rlershey collector- and recorded In i.he offlee ot' the' re·-1 NORTH CHARITON IFriday' evening llt, the Harry Othic SCH QO L N 1 a means Of settling their difficulties. personal, 84.03 per cent.; real estate, corder Of deeds of Linn County, Mis- Dorothv Stanley Reporter home. ·. I"------------·-'! Occaslone.lly we reacl of flst fights be- 83.7 per cent.
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