Clipped From The Sandusky Register

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 - ..Survey Shows Newspaper ^Advertising Is...
..Survey Shows Newspaper ^Advertising Is Favored 3$y American Housewives CHICAGO, Feb. 5—Newspaper advertising by a wide margin is the No. 1 choice of housewives over that of every other media. This is the continuing venllci. ; confirmed by the annual survey in North Shore towns and tne Rogers Park area of Chicago just conducted by students of the Northwestern University School of Journalism. •These surveys have been carried on for a period of eight years or •"since 1944. Three basic questions were, hsked: 1. What kind of advertising is most useful to you'.' 2. What kind of advertising is most distasteful to you? 3. If you could have things just the way .you want them, would you prefer newspapers, magazines, 'radio and television (TV appears for the first time in the 1952 survey) with or without advertising 9 Newspapers Most Useful r Women race newspaper advertising as the most useful. Magazine advertising is their second choice. Radio (and now television) is their third choice as a useful medium and first as the ,kind of advertising that is most distasteful. Women prefer by a wide margin to have their newspapers and magazines with advertising, while a large percentage favor radio and -"television without advertising. Newspapers have actually gained in status with the housewives over the years the survey has been Conducted. In 1944. newspiinors Received 38.95 percent as the kind of advertising that is most usetul. Magazines got a 36.23 percent and radio 15.64 percent. ICyntplotm of Distress Arising from [STOMACH ULCERS Ira to EXCESS AC ID Survey Figures Shown The latest survey, made in the summer of 1952, shows newspap ers on top with 48.6 percent; magazines, 30 percent; television, 10.5 percent; and radio. 6.4 percent in answer to the questions as to which kind of advertising is the most use ful. Among the questions asked wa.« what kind of advertising is most distasteful to readers, listeners or rpectators. The result: Circulars •».... 12.5 percent Theater screen 9.9 percent Newspapers 6 percent Television 22.4 percent Direct Mail 9.9 percent Magazines 0.0 percent Car Cards 3.5 percent Radio 27.0 percent Billboards 11.3 percent No Opinion 2.6 percent 99.7 percent If you could have things just the way you want them, would you prefer radio with or without ads? With radio advertising . . 33.0 percent Without radio advertising 65.0 percent No Opinion 1.1 percent MUICK RELIEF OR NO COST Ask About 15-Day Trial Offer! KHec four million bottles of tbo WILLARD TREATMENT have been sold for relief of «7mptoms of distress arising; from Stomach • *od Duodenal Ulcar* due to Emu Add— 99.9 percent If you could have things just the way you want them, would you prefer newspapers with or without advertising? With newspaper advertising .... 92.4 percent Without newspaper advertising . . 6.7 percent No Opinion 8 Percent 99.9 percent If you could have things just the way you want them, would you prefer television with or without advertising? With television advertising 33.0 percent Without television advertising 61.0 percent No Opinion 6.0 percent 100.0 Percent

Clipped from
  1. The Sandusky Register,
  2. 05 Feb 1953, Thu,
  3. Page 23

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