Contents

Page24

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Title UPA A Century Later
Subject Newspapers; Newspaper publishing; Journalism
Creator Utah Press Association
Publisher Utah Press Association
Contributors Cornwell, J. M.
Date 1996
Type Text
Format image/jpeg
Identifier PN4844.U8 U8 1996
Source Original Book: UPN A Century Later
Language eng
Rights Management Digital image copyright 2005, University of Utah. All rights reserved.
Holding Institution University of Utah
Source Physical Dimensions 14 cm x 21.5 cm
Metadata Cataloger Kelly Taylor
ARK ark:/87278/s6319w0z
Setname uu_upa
Date Created 2005-05-10
Date Modified 2005-05-10
ID 416710
Reference URL https://collections.lib.utah.edu/ark:/87278/s6319w0z

Page Metadata

Title Page24
Description UTAH PRESS ASSOCIATION in a closer working relationship between NNA and NAA. Drawn together by a common competitor, the two groups have found cooperative efforts, particularly legislatively, to be quite worthwhile. Suburban journalism, in the eyes of its more orthodox "cousins," tended to be a "different breed of cat." While its products met the definition of a newspaper, it introduced innovative ideas in the post-World War II era that were unacceptable to traditional journalists. Particularly was that true in the area of circulation, where such terminology as "voluntary pay" brought derisive reaction from staff members of paid circulation dailies and weeklies. The papers practicing such distribution, they argued, were nothing more than "throwa-ways" and were not read by those whose homes they reached as uninvited guests nor accepted by the communities they sought to represent. That circulation penetration was the key to advertising sales no one argued, but established papers built their case on readership proven by such industry-accepted organizations as Audit Bureau of Circulations. Those suburban papers distributed to all homes but paid for by only those willing to do so were completely out of character in the view of traditional newsmen of that day. Out of that long verbal controversy, though, two facts emerged. One was that the freely-circulated papers were able to generate an audience and gain community acceptance. The other was the realization that total market coverage was demanded by advertisers and even the audited newspapers were eventually forced to augment their infiltration of the circulation area with some form of freely-distributed product in which the advertiser could display his wares. Nationwide research in 1967 by George Brandsberg of Iowa State University and annotated in his book, The Free Papers, set these circulation comparisons: 8,000 paid weekly newspapers, 27.5 million; 2,000 free weekly papers, 30 million; 1,749 paid daily publications, 61 million. Convinced their approach was sound from a business 24
Format image/jpeg
Identifier 036-UPA_Page24.jpg
Source Original Book: UPA A Century Later
Setname uu_upa
Date Created 2005-05-10
Date Modified 2005-05-10
ID 416035
Reference URL https://collections.lib.utah.edu/ark:/87278/s6319w0z/416035