The Californian du lieu suivant : Salinas, California • 94

SAUNAS CALIFORNIAN Monday July 9 1979 MEDIA: It's paper vs. electronics battle to catch your eye SAUNAS CALIFORNIAN CooL4h t0i ftftvftl liftftLtW I 4 Iftiutftt fHefei'tMtf 'II .1 A i it i flHAl tOTK VT nnnwwni By JIM BARRETT Californian Staff Writer A New York stockbroker gave new spaper publishers sobering news about the 80s a few months ago. "The daily newspaper will, if left as it is, become a classic something that people praise and don't read," Ellen Sachar, vice president of Caine ebber, said at the April convention of the American Newspaper Publishers Association She said many publishers do not know why people buy newspapers nor why one is different from the other hat has become painfully clear to me is that newspaper executives, for the most part, not only do not have the answers to these questions, they are not even asking them." Sachar said. Daily newspapers are not capturing new readers, by all accounts from circulation auditors. The pencil press has blamed "instant eye" television.

intellectual lassitude and declining public literacy for its sluggish growth of the '70s But indications are that the 80s will be the Decade of Market Research for dailies; a time when newspapers will try to please everybody. President Kennedy 1917-1963 IroMf 9 8 ik ft 'to ft Ak4 ft-to tf ft iM to (Mt tot ft I rn ft to ftftft ftft.fwftto feU I'IVm Wr ('4m 4 Ito tto 'itot Jtoft HU 4 toto LBJ Sworn Into Office fty MprrtmM Sttoth DAUAS UFI leitdenl KtotnWy Kt Imp iitotii ifiad A single sht HsrowgA rH ngM toml ttook tK lift 4A-ytor CHv4 hv wot aht rto tn an pn (to dawito town talk toto ftmRwtf to aawd 340 000 Vk Pft in lyrtoaw IAwm Hw nttn i nw Prwr it wm to to tom (vakd kwf numb or cor 'onyto boHmd Ho not boil Twtibiy ftbtoitoti. Jobwton, wta Km mcorrf Koort iiinot. wm wKttoob ondor bovy fvwd to bo rwora gxkty goootbto to toft rWOOM to i PM natto wto Onto ft 9 ft" Hr a. lift IIP to atotol Tto JMiiio aat mt aa pal.

pw au tnat aa- PYaaiOarl at Kraator to toft a ap ftto I tot 1 to fa. a art wo pi.t.i.aaar If ft j1' 1 poXiMiH iw ftittttooiur ST 0 P.T ftto M-i rat (to fttOMt to aato ap wnwintowip i a- a a aftV'fttol ftaaft to atotfftM TV ii a ft tot Ha rtMwbap toft ptoM fttotai V.I rare i aaa to i fwi tm Rmp fraitftaft 0 at unt airt'ad IM to a f-a tr aa fta I ntad wxt ftaft ft tat-krawfM KM to ta.aa tot Wvat to nrto aV at ea a totoMO toa oiar toai ft-t. ft ft to ua w- a aat tM H.t Kaorftt to allftft tar-to 1 aa to raOft aaa ntet iv uft taOa i uau Ift hr aaW to aM M.to XarM' ft to a "a a' ratal rtoto aars to aunt Wr aaa hat ii.p aat to r- I -e i toad a to' aw at aa Taiat aa a Ml ft I'ap at In Monterey, the population is older than it was IJ years ago. "We have a problem with the extreme mobility of the young people who move in and out." Cross said A lack of new jobs and housing has caused the problem, he said. The situation erodes circulation and could be a slow-rising threat to advertising revenues, he indicated in an interview In Salinas, excecutives at the Californian worry about reaching the burgeoning population of Spanish-speaking residents.

"Quite obviously. Fm worried about the literacy factor," Wiggin said Will the Californian of 1888 have a section in Spanish? "I dont know," Wiggins said. "We have to do major research of our readers and more importantly, our non-readers." Larry Grooms. Californian city editor, said work in the late '70s was confined to tidying the newspapers appearance and expanding the amount of space for news But Grooms said additional face changes are planned and they will result from television competition. Readers can expect to see at least one photo on every page and more sequential photo layouts.

"My attitude is that the public is accustomed to television and seeing an event from start to finish. They relate that way and a sequence of photos does that." Grooms said in an interview. A place for Newspapers operate a lot like banks, only the hours are different. Executives are relqctant to change formats because readers like to consistently find the weather report in one place and the obituaries in another Decisions are made only after careful consideration and. in the '80s, probably only after exhaustive market research is conducted.

One thing that is changing in Monterey County media is ownership. Both dailies and both television stations changed hands during the '70s. Gannett, numerically and in terms of readers the largest newspaper chain in the nation, acquired the Californian. The Bloch family, which owns three newspapers in the East including the Toledo Blade, purchased the Monterey Herald. The dominant television station, KSBW Channel 8, became property of John Blair and a national advertising sales representative for 90 television stations and 121 radio stations in the country.

KMST Channel 46. the CBS affiliate in Monterey. was obtained by Retlaw Enterprises, an investment firm set up by the late Walt Disney for his wife and children. Dick Andre, the journalism instructor at Hartnell College in Salinas, has watched the changes out of occupational curiosity PAPER see page D-4 Daily newspapers are not capturing new readers, by all accounts from circulation auditors. The pencil press has blamed "instant eye television.

intellectual lassitude and declining public literacy for its sluggish growth of the '70s. vsTtrr? Governor Asks to har- For Prayers la lit 1 fat Wat vat Ml taira laa Sfcto til -m Mat (toai ft. ft tfm to lav. i aa a akr wrr ik ft aat ftaftr la prate KiWi.at aM tatt-iutan ft 1t rm um Special Salinas Mass tto'to niial ato toil aaa a aM pat letoer'ev Varrra Hrart a i ft a 1 1 a rftarrft ftt ito itot 9i Ttoaftaa 1 ia'Pl I ft la wtpatoaa i nlM la prraaw at Ml iftMto to ax Paea i KWfta at ftr i aarf fttaara Ma I stMt a a ta im to r-ftr I'-) 4 itaret i is ft la V. tV lOMMl wa-v a At Fort Ord For Kennedy aat Wto i.fi anft I -rv Si '--h a tar rvaaa I V'a Paata 4 ttipiaaa a.

taw r-a Vartft pmrr (Hiri-4 im to itafH to tar 19 a to reirtoeM ft Mtr Waftato Rartort Fiagi Hying At Half Mait iw a til mtt Mat. to tiixtt cftartft I aat iiau "te will be much more concerned with who our readers are and what they want to read." predicted Toni Wiggins, marketing director of the Salmas Californian Her title is evidence of the turnaround Five tears ago, few newspapers the size of the Californian had a marketing d. rector. 'You have to loon at the marketplace and satisfy those perceived needs." Wiggins said. How much weight newspapers will place in marketing research is not certain vet Television news shows, especially those with frothy, sensationalist formats, were cloned from market research Newspaper executives cautiously have kept a distance from their electronic counterparts "You can read as much or as little of the research as you ant The decision you still have to make is how much to believe and how much to incorporate," said Albert Cross, managing editor of the Monterey Peninsula Herald.

Both the Herald and the Californian cover areas where aud'ences have changed dramatically The challenge is please the new readers Today's Inside News i to I aa -i laa fafft a to Hr etpatoi atoatoii ftfa 1 '-aat aa it Ha Mnaatm ftafr 11 Rutk Cjnctj V.l to bulletin ai fti to to 1 a I aaf'VM 01 1 -Trtaa 4 ttUIIWt U--t San ae Salinas Californian front page the day President Kennedy was assassinated. Vomr Lel OTare TOarmacieg alinas Pharmacy tar Pharmacy 1273 S. Main Street 422-9004 I fici'iuood Pharmacy In the fnfndly Shrvitood Gardens Shopping Cntar 1007 N. Main Street 424-1655 535 E. Romie Lane 422-5361 anks Plianuanj ast lahc Pharmacy criical Pharmacy 230 San Jose Street 424-0344 333 Main Street 424-8053 990 E.

Lake Ave. Watsonville 724-1186 isa.