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The Huron Expositor, 1971-01-14, Page 104 • 4, NEWS OF INCHELSEA states that' more often than not the nation's weekly press is the first, the most local, the most immediate medium for hun- dreds Of thousands of Canadians. "The weekly press comple- ments all other media and in so doing plays a sIgnificant com- munity role ptobibly beyond-the capability of any other medium, Unlike the dailies where ownership was compared almost to the same as having a,licence to, print your own money, the report Concedes the. nation's weeklies are caught in a cost- price squeeze not entirely of their own making. Net return to the average weekly owner is less than the average bank loan charge. The prominence given by the daily newspapers to the Mass Media report of,the Spec haftenate Committee on Mass Media; ands' , the clarion call telling media owners to improve their product, unfortunately neglected to include the section on the weekly news- • SEAFORTH MEAT. IVIARKET Fresh Shoulder PORK ROAST 35g, • Lean Boneless Pork Cutlets 19g, • Tender Standing Prime RIB ROAST • 9,b Fresh Made Pork SAUSAGE MEAT 2 tbs. • 99' Store Sliced Breakfast BACON 11/2 lbs. Schneiders Pure Lard 2 lbs. Westinghouse Frost Free REFRIGERATOR VALUE Our lowest priced frost free. Has capacity of 13.1 eu. ft Ends the messy chore of defrosting forever. Frozen food packages end ice cube trays will never stick or frost-up. Frost buildup will never reduce cooling efficiency. Compere the 1244b. freezer corn- parlanent against others at 'this price (holds a lob, doesn't it ). Compare .the refrigerator sections with its 10-position shelves, butter keeper, full width porcelain enamel crisper, Wilmot egg caddy in its special shelf. Compare styling details — interior fit- tings are color C000rdriatated with' exterior. White Sale Price plus trade 30" Deluxe RANGE ..Blegent "Antique Mb or" lighted emboli pknet with &gin-tem glass cover, deltvie Switches. Fuller woodgrain hand- les for door ana,storage drawer. No Than Speed Broil takes half the time. Surface elements, incitiding two 3-inch, Plug 'out for. cleaning, Large picture window. Oven light comes on - automatically when door is opened.' Ratkoerie4 Timed arppli- ante outlet. Tiltup/Tiltdown oven elements. White Sale Price e 11101.1.3f5 r , 105' • r:g: • t =70742;97-7-1 —77.,v,zr"*550":In IIT13010379 FURNiTURE 40680 SEAFORTH 01•' .• r.4 KFL31149111 plus trade WEST-END GARAGE IS GOING ALL OUT TO MAKE UP FOR LOST TIME! Our First 1971 Car Hag Arrived and More Are •On The Way, But We Still -Have 11 1970 G.M. Models Available. 1970 Buick Riviera — A G.M. Company car with only 4,000 executive driven miles. Full-power plus air conditioning. 1970 Buick LeSabre Custom — 2-door hardtop.• Power equip- ped with only 2,000 miles. A G.M Company car. 1970 Buick Skylark Custom — Brand new. Power equipped, buckets, console and vinyl top. 1970 Pontiac Strato Chief — 4-door sedan, V-8 automatic. Two demonstrators to choose from. 1970 Pontiac Parisiene — Brand new, 4-door hardtop. Power equipped vinyl top. • \ 1970 Pontiac Le Mans Sport — Four-door hardtop. Power eauipped, vinyl top, demonstrator. - 1970 Le Mans — Two-door hardtop, 17-8, automatic. Two brand new', one with power equipment. 1970 Monte Carlo — G.M: Company car. Double power, vinyl top, 4,000 miler. " 1970 Viva Deluxe, 2-door brand new THESE CARS` MUST GO! To make room for the seventy-ones. Don't forget, 1970 G.M. cars have a five-year or 50,000 mile .power train warrantee. '71's Have Only '12 Months or 12,000 Miles Warrantee. SAVE MONEYI, SEE US TODAY! Pontiac Buick Dealer in Mitchell 'WEST ARAGE Phone 248-8932 Mitchell, Ontio EXPOITORF SPAFORTH, ONT., JAN. n711 and Role qP,11gAttVety ••••tYke• nation's. .1101:07 PTO§A• representa a • 4.44940:1 institution in a country *OA; ha.4 far too few national #101.04#911.5, jleglaiee the mass Media, report Issued last week by the SPeCtelSenete CoMNIttee on MallS ' Althetigh it took.inuch space tO list the ladequacies of the dailies and the influence they pedal across -the country, the report SEAFORTH JEWELLERS for :'..AMONOS, WATCHES EWELLERY, FINE CHINA Z r TS for EVERY OCCASION 401 Types of Repairs Phone 527-0270 eport Finds paper business, , In order that readers do not confuse the report's findings with those of the weekly newspapers, this newspaper has prepared , a summary of what the Senate Com- mittee said about the community Press, and the important role it plays in the country's com- munication system. • The Senate Committee was headed by the Hon. Keith Davey and included 14 other membei'd. Object of the Committee was to consider and report upon the ownership and control of the major means of mass public com- munication in Canada and to examine and report upon the extent and nature of their impact and influence on the Canadian public There are close to 900 weekly newspapers in Canada with an overall circulation around three million. "And heaven knows how many readers," the report states„ • The committee offered criticisms and some suggestions for the weeklies, referred to as the community press, in the lengthy report. .The pronounced emphasis on the local scene is understandably paralleled by a very marked degree of individualism on the • part of both publishers and editors-, At the risk of generaliz- hig, eanada"s Nsieekriel'ilti repre- sent the more conservative end of the country's spectrum and rural weeklies in particular tend to reflect the more conservative leanings of their readership. Editorials • seldom take a, partisan view of politics, a fact which the Committee Couldre,t comprehend. "For all these, reasons every weekly editor faces a continuing challenge to be both individual and localized without becoming par ochial," the report says.; The --Simple fact is that a goodly number don't make it." The committee suggests that. Abe• weekly newspaper can survive "'-only if it has enough advertising • but its survival really isn't very important if its pursuit of adver- tising becomes" an end in itself. RiSingl'costs are a problem for all weeklies, but most espec- ially for papers whcse circulation is under 2,000. Improved produc- tion"techniques with rising equip- ment costs are all part of. the same parcel as attracting young people into the business, re- tention of staff , and increasing wage demands.' • Regional weekly newspapers ee were he first to adopt the most modern composition and printing techniques. While in the past each weekly lo ssessed its own printing shop, , oday this is no longer true, wing to the fact higher invest- ments are needed to. acquire and operate an offset TaresS at a profit, there has been a natural concentration and centralization of. printing works. But basic composition and printing costs of a newspaper remain the same, what ever the circulation. As a result, the smaller the news- paper, the higher the proportional cost. The average weekly's revenue according to Canadian Weekly Newspapers Association director A. Y, MacLean comes 72.5 per cent from advertising, even seven per ,cent from circulation, 15.5 per cent from printing and ft ye per cent from miscellaneous sources. Sagging national ad- yertising revenue is one of the most critical problems faced by the weekly publisher. rups WE iKLIES The committee rapped the weeklies for not showing greater sales effectiveness when' they have such a good sales story to tell. CirCuiation data of the week- lies is a confused and confusing picture, the report states and it must be sorted out in the best interests of all. T,wo hundred and forty-seven weeklies belong to the Aticlit Bureau of Circulations which means 'most to national advertisers, but its critics .point out it measures newspaper circulatiOn, not quality. -One of the great virtues of Canadian weeklies, the report points out, 1s not only the fac"t they are Canadian owned but they are traditionally owned in the community they serve. One brief to' the committee declares that since the reader' is more familiar with those who are pro- viding him with information, he can more readily make a critical assessment of that information. ' But, the report warns, this great traditidn is beginning to erode and is in danger of disappearing. DISAPPEARING, ; One brief to the committee states it foresees the disappearing of a large number of regional weeklies within fiveto ten years, observing already there have been mergers of two or three weeklies in certain towns. The . committee notes also that there is a trend to corporate ownership and the use of co:. operaffire-Yroiluction facil4fee,c, which in turn ,creates a climate for, further concentration. The committee, `-registered. surprise that it makes economic sense for central offset priritifi'g plants to serve weekly news- papers within a 150-mile. radius. Already Toronto, Star Limited has 11, Inland Publishing Co. (Toronto Telegram) has seven and Thomson owns 14 weekly papers. The report warns that the time to act is now if Canada is to preserve its "little news- papers" from the giants. There is an admission, however, that concern about * fewer weekly voices is a two- edged sword stride -frequently daily newspaper publishers have the resources to upgrade, a paper's overall quality. NEED FOR INDEPFNDENCE The committee found the CWNA executive "surprisingly inarticulate" when it came to the problem of increased con- centration within the weekly publishing field. Nevertheless the committee shared the concern put forward in a brief by the' news editor,of the MarkhamEconortast and Sun which states that if it is . necessary that daily news- papers remain independent then it is doubly so for the com- munity papers. The Markham paper is the last of the'.old weeklies on Metro Toronto's fringe to be independ- ently owned and more important, independently operated. "There are times when we feel like a mouse surrounded by hungry cats waiting to pounce down and gobble us," the brief states but con- cludes with the resolve to keep going in spite of spiralling postal rates, lousy postal service, screaming . wage demands and escalating production costs. The committee comments that "we think that kind' of spirit predominates in the weekly, newspaper industry. "And that spirit, along with the importance to this country of a vibrant weekly press, community owned and operated, deserves our support." PROPOSE REVIEW BOND. Weeklies were included in the committee's propoAal for a press ownership review board to imple- ment means to limit ,con- centration of weeklies to those instances in which° the public interest would _best be served; meaning ,no one anywhere would be hindered from beginning his own weekly, The committee regretted more than a thirdo,f the country'S English Speaking weeklies do not belopg to' the Canadian Weekli Newspaper Association. It notes with concern that declining mem- bership is primarily the' failing away of smaller newspapers not able to meet the Association's fees and called for subsidies for this kind of membership. • ' Noted also was the; growth of - suburban weeklies. _"With out them there could be an infor- mation void which would be an- healthy for people living in the sprawling, high-rise megalop- olis." The committee. also calledfor More and better.,r elations be- tween the CWNA and its'French Canadian counterpart Les neb- dos. "This is regrettable because the French Canadian organization appears to be more sophisticated and advanced than are the English weeklies, although both groups are dealing with, essent- ially the same problems:" Quebec, with fewer daily newspapers than other provinces, and only 20.8 ;per cent of the nation's .weeklies;" nonetheless 'have 37 per cent of Canadian weekly circulation. French language weeklies, unlike the CWNA favored a press council, and exhibited a far greater ' concern sheet • press concentration, the report says, but it also points out this is ° partly the result of the wish to keep "the Weeklies in the hands of Quebec's French speaking .majority:, • THREAT TO DAILIES In another facet of the report the committee notes that daily Correspondent Mrs. Wm. Walters (Intended for last week) Mr. and Mrs. Ruebeh Pehlke of Moncton, spent New Years with Mr. and Mrs. Sanford, Hutton, Dennis and Diane. Mr. and Mrs. Howard Dayman and family of Kippen, Mrs. Mae Dayman and Miss Wendy Ryck- man of Exeter Spent New year's Day. with Mr. and Mrs. Wm. Walters and Danny. Mr. and Mrs. Harold Frayne and family of Granton visited on Sunday witkMr. and Mrs.George Frayne of Sunshine Line. Mrs. John Coward spent New • Commandments, Miss Brenda Dbyowesaochn t000neicsnapyitnnge 000nleloofottihoenTanedn lekby Mrs. Barry Taylor, Mrs. , ha it was dedicated by Miss Anna Marie Heard. • The financial report was read by Miss Tanis Chuter. The study book'wiz Eric Chuter directed the recrea- • tion and t meeting. was closed -••- by the tepruesniidednt. • The Church Women held their annual meeting on Wednesday last. Thirty-one ladies sat- down to a pot- -luck dinner afterwards group two had' charge of devotions with Mrs. • WatTshoen Webster leading. God eadin g. Our Help in Ages Past" was sung. Mrs. Mervyn Hayter read a poem "New 'Year" ,and Mrs. Watson Webster read the scripture, lesson. Mrs. Jessie-Keyes read a poem "I wish there was some wonderful place for beginning again." Mrs. Murdock Morrison took 'up the offering and it was dedicatiiirby \lars; A. J. Mustard. Mrs. DoUg. McAsh presided at the morrgea n. Wm. Dowson the presid- ent, took charge of the business period. Twenty-five'members answered the roll call, six visit-„, ors were present Fifty-three calls were made to sick and shut-ins the past month. Several thank-you letters were read for gifts receivedat CiAlstmaS. Mrs. Fern Coleman gave an excellent travelogue talk on her recent trip to Western Europe and British Isles which was much 'enjoyed by those present. The meeting was closed with prayer. CONGREGATIONAL MEETING ' 'The annual congregational Meeting was held last Wednesday evening with the pastor, Rev.: M. Morrison, in charge. Excellent 'reports were given by the lead- ers of the various d'epartments of the-Church and another suc- cessful year was brought to a close. The skating rink has been a popular place this last' week and a good game of hockey by the Junior, boys was held last Saturday morning. dlenda Johnston, R.N., of 'Kenora-spent the New Year holi- days at the home of h'er parents Mr. and Mrs. Gordon. John. n. b * *. lay Years with Mr. and Mrs, Murray ,Coward and family of Sunshine Line. Mr. :-and Mrs. Harry Cole of Byron spent Saturday with Mr. and Mrs. Freeman Horne. Mr. and Mrs. Writ. Walters we're gbests on Thursday evening with Mr. and Mrs. Ray Cottle of Exeter. ' Mr. and Mrs. Gary„Simpson of Exeter andgr. Brian, and Gary Hern of Stratford spent New. Years with Mr. and Mrs. Phil Hern and boys. Mr. and Mrs.'-David Hern of London visited on Saturday with Mr. and Mrs. Phil Hern and family. • FCmod7telcrlInt*Q:n t:tp met at P 4 noticedn aP thater weeklyI:ubI, hP rl se s haveere4 .EXPLOR ER catoup Nli sscripture and in many cases have the potential to - become, very WebsterThe Diprelaoarerth: profitable enterprises.Weeklies lesson. ,Miss rc.mh tslieit:enikice.daY particularly in the large met- 'gwith e thethe president viff • • Miss,, Cathy Sandra' Webstereviing ropolOn areas, are beginning wTearyelorr,eaidn by Miss . Sylvia to :pose_ a threat to the retail advertising receipts of daily newspapers and also their cir-prayer.' The minutes culation. Wil- This has restated in the -On and the roll call was answered development of a relatively new form of group ownership where publishers of large dailies also produce weeklies and the two types of papers compete for the advertising dollar. Four dailies - the Kitchener Waterloo Record, The Toronto TelegraM, Torontb Star and Montreal's La Presse are involved in this type of group ownership. Since 1964, the rate of growth of advertising receipts of weeklies bas far outstripped that of any other types of newspapers or periodicals, the greatest part attributable to Neal retail ad- vertising. Four factors are which contribute to the retail strength of the weeklies: 1. 'A growing preference of some retail advertisers for the selec- tivity of coverage proVided by weeklies. 2. Growth in circulation. The circulation growth of weeklies has been even greater than growth in advertising. 3. Development of cost-reducing centralization of'composing and printing operations. A. The application of new technol- ogy to reduce costs, primarily the • offset process. The deVelopment of offset printing, the report states, has given renewed life to the "family newspaper." a •