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A Report of an Interview Survey Conducted in April 1957 for The /Ml- A Report of an Interview Survey conducted in April 1957 for 2. t- The Detroit News describing the attitudes and behaviors of residents of Wayne, Macomb and Oakland counties regarding news and news media JJETROITERS AND THEIR NEWSPAPERS 0O0 s Survey Research Center Institute for Social Research August University of Michigan 1957 Ann Arbor, Michigan These are the findings from interviews with U?6 individuals living in the 3-county, greater metropolitan area of Detroit. These individuals were chosen by scientific, area-sampling tech• niques to represent adults living in these three counties. How• ever, no sample is an exact representative of the total population on all measures. Any figure in this report may be a little bit off the "true" figure. If the survey figure is around 50 percent the true figure may be plus or minus as much as 5 percent. If the figure obtained on this study is around 30 or 70 percent the true figure may be plus or minus 3 "to h percent. If the measured figure is above 70 or below 30 percent this possible error in measurement due to sampling will be smaller. No figure 3hould be regarded as an exact measure and the indicated tolerances should be included in any interpretation. Study planning, administration, analysis and report writing were done by S, Withey and J. McLeod. Sample selection was carried out by I. Hess and the field work was directed by C. Cannell. TABLE OF CONTENTS 1. Detroiters and their Newspapers 1 2.. Detroiters and Other Media 13 3 . Aspects of a Newspaper 23 ht* The Motivation of Newspaper Readers , 3? 5. "Educated" Readers of The Detroit News Compared with Similarly Educated Detroiters Who Do Not Read The Detroit News h3 6. Socio-economic Characteristics of Readers of the Three Major Metropolitan Dailies 57 7. Some Attitudinal and Behavioral Characteristics of Readers of the Three Major Metropolitan Dailies 66 8. Some Activities, Interests and Satisfactions of Readers of the Three Major Metropolitan Dailies * 72 9. Readers of the Three Major Metropolitan Dailies and their Behavior and Attitudes in Regard to the Other Media * 80 10. Attitudes and Reading Practices of Those Who Consider One of the Three Major Metropolitan Dailies as their Favorite. 88 11. Comparisons of Advertising in the Three Major Metropolitan Dailies 99 12. The Questionnaire 10U DETROITERS* AND THEIR TO-EPAFEtS At any time of the day and almost any time of the night some Detroiters are reading a newspaper. Why? Is it boredom? Do they have a compulsive need to know what is going on? Are they just curious about the fate of some blip on their radar screen to the world or are they paying studious atten• tion to some information they need to sensibly direct their own decisions? The answer ia of course complex, and changes from individual to individual and from topic to topic as he or she leafs through the daily paper. With the growth of television answers to the question of competing motivations and satisfactions become even more complex. In this study the challenge offered by this simple "Why" is again accepted. But since the very pattern of use of the mass media is shifting, the report Is also concerned with reporting the current behavior of Detroiters in regard to the various mass media available to them. The behavior of reading one!s daily paper, turning to one's TV set or listening to the radio in one!s car, has become so central to modern day life that the picture of various motivations and satisfactions is one that is dissected and examined with difficulty. Even preferences are difficult to define since, for the individual, the mass media become a composite offering and the reader and listener is likely to react to "news" rather than newspaper news versus radio news and so forth. Where possible this study has tried to pull this composite apart. The emphasis in this study is on newspapers. Other media are included only as they cast light on the role of newspapers in the lives of Detroiters. A further focus is on news though other functions of the media are included. Initially the report will "present the behavior of Detroiters regarding their newspapers. Then the scantier picture of their behavior with the other media will be outlined. Following this the more analytic examination of perceptions and motivations and reader differences will be explored. * Unless otherwise specified the term Detroiters will be used in this report to refer to the adult residents of the three county area covered in this study. 2 What Daily Newspaper do they read? Ninety-five percent of the residents of the greater metropolitan area of Detroit read a daily newspapera only 5 percent do not. Only 8 percent do not read one of the big three newspapers of Detroit which together get to 92 percent of families in this three county area. In this large population area the Detroit News can claim superiority. (Analysie> of reader differences will follow in a later chapter.) It reaches over half of all readers. The Free Press can claim almost half . and the Detroit Times nearly kO percent of newspaper readers. Which of the three major Detroit dailies are read? The Detroit News 52% The News alone 26% The Free Press US The Free Press alone 13 The Detroit Times 37 The Times alone 18 None of above 8 News & FTee Press 16 News & Times 3 Free Press & Times 9 All three 7 None of the above three h No newspaper read 101% Among "other" dailies read in the greater Detroit area none are read by more than 5 percent of residents of this area. However, one person in ten does read more than two daily newspapers. Two in five read more than one. Number of Daily Newspapers Read One 9x% Two 32 Three 9 Four 1 None k 100% * Totals to more than 100% since some readers read more than one paper. A column without a total indicates overlap among its categories. 3. When it comes to Sunday papers the demand for the News is even greater. Twenty percent of residents in the three county area is the margin between Sunday readers of The Detroit News and the number reading another Detroit Sunday paper. Which of the three major Detroit Sunday papers are read? The Detroit News 553C The News alone 33% The Free Press 3h The Free Press alone 13 The Detroit Times 35 The Times alone 19 News & Free Press 10 News & Times 5 Free Press & Times h All three 7 None of these 9 100% Other Sunday papers amount to no more than 1 percent for any one paper. Number of Sunday Papers Read One 6k% Two 20 Three 7 Four 0 None 9 100% Non-daily Papers About half of the residents of the three county area read some news• paper that comes out less frequently than the dailies. These vary and only general categories are reported: Non-daily Papers Read Local community papers 29% Non-local weeklies (U.S.) 5 Foreign weeklies 1 U.S. Foreign language weeklies 1 Negro weeklies 6 Religious papers 6 Union papers 2 Business & industrial papers 3 Veterans 1 & service papers 1 Others 2 No non-dailies read $2 How long do they take to read a newspaper? As would seem almost obvious Detroiters spend more time on their Sunday papers than on their dailies. The average for dailies appears to be about ko minutes; the average for Sunday papers is between an hour and an hour and a half—about twice as long. Time Spent Reading Daily Sunday Paper Less than 10 minutes 2% 1% 10-21; minuteB 16 7 25 minutes to an hour i\L 16 An hour to ij hours 29 30 Over lj hours 8 36 None & not ascertained 5 9 ICQ.** 99%* Social Setting for Newspaper Reading One third of Detroiters read their newspaper entirely alone. Nobody else is present. For the great majority newspaper reading goes on in the setting of family members. Who is present when newspaper is read? Nobody 35* Husband or wife 23 Children only 6 The family 19 Other than the family 8 Not ascertained k Reads no paper 5 100* * In computing percentages from raw data one often finds that small Xrac- tions of a percent dropped from individual figures cumulate to as much as-one or two percentage points in a column of figures. Rather than arbitrarily rounding one figure up or down to make the column come out to 100*.. the figures in this report are left in their most accurate form. As a result, columns may total some figure near to, but not exactly, 100*. 5 One third of Detroiters (3k%) report talking over things in the news- * paper quite often* An identical percentage report doing so occasionally and 19 percent say that they hardly ever do so. The remainder either do not read a paper or have no family. The part of the paper that provokes discussion is usually news. Fifty- eight percent of Detroiters say they talk sometimes about the big news of the day, important events, or conversational pieces in the day's happenings. Only 2 percent say they ever talk about editorials or columnists or other features. Only 2 percent say they ever talk about the advertising. Only 2 percent claim to talk about items in the women's section of the paper. Six percent talk about sports sometimes. Three percent discuss stock or financial items. Two percent talk about the weather and the same number mention the comics.
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