| Abstract: | Results of the study indicate that the advertising content of the newspaper in the present study is viewed as local news by its subscribers and consequently has the highest readership of any type of content in this paper. While it was assumed that the advertising content of this newspaper would be well-read, the magnitude of readership and reader-interest in advertising was surprising. In regard to questions concerning the reader's attitude toward the amount of advertising carried by the newspaper under study, it was found that rather than feeling there was too much advertising in the paper, the majority felt that it was either “just right” or that they wanted more advertising in the future. This article is based in part on a paper presented for the Advertising Division at the Association for Education in Journalism convention in Ottawa, Canada, August 16–20, 1975. |
