HomeMy WebLinkAboutThe Goderich Signal-Star, 1978-08-17, Page 3Readers generally like the Signal -Star
.BY SHIRLEY J.
KELLER
The people of Goderich
and area are reading the
Signal -Star and for the
most part, they .are en-
joying it. That was the
basic finding of a recent
readership survey which
was conducted in
Goderich and area this
summer under the
direction of Signal -Star
Publishings editorial co-
ordinator, Shirley J.
Keller.
The survey had two
distinct parts. The first
part was a telephone
survey in which a random
sampling of Goderich and
area people was
questioned concerning
their views about
newspapers - daily
newspapers as well as
weekly newspapers. For
this . segment of the
survey, 190 homes were
surveyed - 125 in
- - ---Goderich and 65 in the
district.
This number
represents just slightly
less than the required
number of 215 calls to
meet a goal of five per-
cent of the total average
paid circulation each
week. Many, many more
calls were made,.
however, but for one
reason or another were
tabulated as "un-
successful."
The second part of the
survey was a clip -out -
send -in survey which was
published for three weeks
in a row in the Signal -Star
and received only 39
responses. Part of the
reason for the low
number of participants. in.
this segment of the study
may have been the
requirement for a name,
an address and a
telephone number, in-
formation needed for
verification purposes
__only.
Of the 190 surveyed by
telephone in Goderich
and area, 155 read a
weekly paper each week
while 104 read a daily
paper every day. In the
area which is
traditionally ,,Goderich
Signal -Star territory, 145
people are reading The s
Signal -Star. Other weekly
papers - The " Lucknow p
Sentinel, The Blyth r
Standard and The Clinton p
News -Record - are being p
read, but in most cases, 0
they are being read in _.
addition to The Goderich e
Signal -Star. v,
The London Free Press s
was the daily paper read r
almost exclusively in a
Goderich and area, s
although some of those
_surveyed did read one of r
the Toronto papers.
A potential of 697 th
readers were inthese 190 s
homes, and it was a
discovered that of that s
number, 454 were ac- a
tually reading The to
Signal -Star, the majority p
of them over 25.
HOW DO THEY b
READ? so
The survey showed that e
people generally start at Columns by staff
the front of the paper and writers are well read too.
work through, page by The columns ' were
page, until they reach the specifically mentioned by
back. A few readers are name in the clip -out
looking • for something survey, while in the
specific when they get telephone survey only a
their papers - obituaries, general reference was
grocery ads, classifieds, made to them. But the
birth and weddings were survey revealed that
the things most often newcomer to the editorial
mentioned. staff, Joanne Walters, is
Generally, people are becoming popular for
spending more time with her Tid Bits .column.
the weekly paper than Dear Readers continues
with the daily papers. to be a strong favourite
About the same number while the columns by
of people said they spent Dave Sykes and Jeff
up to 30 minutes with Seddon had fewer faithful
each of the dailies and the readers.
weeklies. But the survey Interestingly enough,
showed that twice as the survey showed almost
many people spend an immediately that the
hour 'or more with the columns by Seddon and
weekly paper than with Sykes were the best read
the daily paper. Of the 190 portion of page five which
people surveyed, 119
people said they spend
over an hour with the
weekly paper!
What are they reading? ._Eanadar--in---Seve-n-'-` 1 -re-'-
decision was reached to
The survey showed that moveethe Seddon and
in the weekly paper, Sykes columns to the
front page of the second
section, where they are
now increasing rapidly in
the readers' favour.
Page five now carries
Letters to the Editor,
which in recent months
has grown by leaps and
bounds and is the single
best read regular feature
in The Goderich Signal -
Star. The three lesser
read offerings were
sacrificed for the time
being, to permit the
reader to have more of
what was really being
enjoyed.
at the time of the survey
carried three other
co umns Worldweek,
Provincial Points, and
people are reading both
the ads and the news.
Specifically, 164 people
surveyed said they
bought the weekly paper
for ads and news while
less than one-third (55)
said they bought the
dailies to read the ads as
well as the news_ People
buy the daily papers for
the news, the survey
showed.
Five people admitted
they do not believe what
is in the weekly .paper
while only four don't
believe the dailies. A full
108 people surveyed by
telephone said they
believe what's printed in
the weekly paper while
only 51 believed the daily
papers. The rest . were
undecided (77 for the
weeklies, 135 for the
dailies).
WHAT DO
READ?
The editorial staff at
any weekly newspaper
likes to know what people
are reading, what they
are not reading and what
they would like to read.
All of these areas are
more clearly defined now
ince the surveys.
Aside from the front
age, perhaps the best
eadage in the weekly
aper is the editorial
age. Eighty people -fully
ne half of those surveyed
said they read the
ditorial page every
eek. Only 15 of those
urveyed said they never •
ead the editorial page,
11 others read it
ometimes.
Of those who regularly
ead the editorials, most
eople agree only part of
e time with the editorial
ubject matter, although
n amazing 23 told the
urveyer they always
gree with what's con-
ined on the editorial
age.
Of those who read
ditorials, about half can
e influenced by them.
me easily, some not so
asily.
O o
EATIHIDOOM.
LI€IHTIN6 & 11-10ME DECOR
SPECIALIZING IN BATHROOM ACCESSORIES
THIS
THURS., FRI., & SAT. ONLY
ALL
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DECORATIVE ® ACCESSORIES
WHO VISITED WHO?
Social news is always
popular, with the leader
being weddings. The
district news from
Auburn is the best read
by people who read the
weekly offerings by the
rural correspondents..
Admittedly, people in
Kingsbridge like to read
Kingsbridge and folks in
Colborne enjoy Colborne
Corner. But overall, more
readers are interested in
Auburn than in any other
community.
Church news -is well
read, the survey showed,
with some people
specifically requesting
more of it. News from the
various clubs in the
community is also well
read,'and so is anything
having to do with theatre.
Civic Corner came up a
surprising first among
the regular feature.
eo'lumns followed closely
by The Minister's Study.
Jack's Jottings appeared
to be fairly well read with
the high school column,
Denim, coming up next.
The farm column, One
Foot in the Furrow, is not
a favourite. (Inciden-
• tally, farm news in this
heavily farm -oriented
community, was well
down on the list of things
people like to read.).
The least read columns
in The Signal -Star are the
record review which
appears only when there
is space, and bridge,
scores, which claims only
a small corner of the
paper most weeks..
WHAT DO PEOPLE
WANT?
Most consistently
requested, both in the
telephone survey and in
„the clip -out and send -in
survey was the need for
more humour. Cartoons,
comics -and jokes were all
recommended as the
--i€load--�vay-•te-in�eet--sofne-_._
fun into the weekly paper.
News coverage was
found to be lacking in
some areas. A large
number of people said
they wanted to read
police news and court
news, a segment of the
news which up to this
time is not being covered
by The Goderich Sigtial-
Star.
More hospital news and
news about health was
the next request. It
should be remembered
here, that the survey was
completed in Goderich
and area before most of
the recent problems at
Alexandra Marine and -
General Hospital were
aired in the press, so that
local -controversy did 'not
spark the • requests for
more news about
hospitals and health. It
should also be noted that
The Signal -Star has
repeatedly requested to
be permitted to sit in
•
hospital board meeting
and hopes are high th
this fall will see a than
in, the board's policy
keep the press and t
public out.
School board an
education was of hig
interest, and a goo
number of readers fe
they would like to rea
more about these ma
ters.
Next on the list
priorities, according t
the readers' ow
requests, was news au
conservation.
County- governmen
could be better covere
he readers said, as we
as politics and busines
and industry. Goderic
own council i
adequately reported, th
urvey showed, and so i
ther municipal news
-Here were a fe
equests for news fro
he surrounding townshi
s,
at
ge
to
he
d
h
d
It
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of
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d
11
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h
s
e
s
w
in
t
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0
r
t
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t
T
S
w
n
r
p
And there's enoug
ports in The Goderic
ignal-Star according t
hose people surveyed
hat's a feather in th
ignal-Star cap. When th
ast readership surve
as taken in 1972, sport
ews was definitely
acking according to
eaders.
h
h
0
e
e
y
s
AND STILL MORE?
Non -news features
were often requested too.
There were many, many
specific requests for
more on cultural ac-
tivities...music, art,
theatre, books, movies,
etc. People also said they
wanted a do-it-yourself
corner_for the home
handyan; a garden
column for would-be
horticulturalists; a
cooking column for
people who 1(jke to spend
time in the! kitchen; a
crossword !puzzle for
folks who like to test their
Goderich obituary
word skills; and a
horoscope for those who
wonder about what is
ahead of them.
Bill Smiley's Sugar and
Spice was requested, too.
Anna Landers? Not a
whisper, except for one
respondent who wanted
to take Ann Landers out
of the paper she was
reading.
,FOR THE
' ADVERTISE RS
The telephone survey
attempted to get some
sort of an idea, too, about
where people are shop-
ping, Goderich and area
businessmen will be
happy to know- that -the
people surveyed by
Signal -Star appear to be
shopping at home.
Of the people who
responded to this portion
of the survey (it was
optional) 116 sad they
s op'iii derich,nine in
Lucknow and two in
Clinton. Other county
towns were mentioned
once by one or two
respondents.
London attracted 43
people once .during the
month. Seven more had
shopped there more than
once during the month.
And the survey showed
that people aren't
spending large amounts
of money when they go to
London. The majority..
spent from $25 to $75,
exactly the sameamount
they usually spend at
home' each time they go
shopping. Only four spent
over $65 that month in
London. .
No questions were
asked about Stratford,
Owen Sound, -Kitchener
or Toronto.
This portion of the
su-rvey seemed to
demonstrate effectively,
what another part of the
Port Albert man dies
William Kenngt"ii Cook
of Port Albert, died on
August at the Alexandra
General and Marine
Hospital in Goderich at
the age of 65 years.
He was born in
Stratford on April 20, 1913
to Mr. and Mrs. Lorne
Cook.
A former resident of
Stratford, Mr. Cook was
employed at Lorne Cook
and Son Plumbing and in
later years was the
operator of.' a Teeswater
hotel. He -retired nine
years ago to Port Albert.
During World War II,
Mr. Cook served with the
RCAF in 1 ngland and in
India.
He is survived by his
wife, the former Cora
Elizabeth Parrott; three
sisters; Mrs. Ray
(Eleanor) Shantz of Port
Albert; Mrs. Burke
(Phyllis) Walsh of Owen
Sound and Mrs. F.J
•
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reg. 1.39
ONLY 99
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4/$1.
NITEGOWNS
LADIES' Reg.
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CIGARETTES
Popular Brands
THURS., FRI.
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reg. , king
$7,47 S7,57
BOYS' JEANS
CDN. MADE
7-14
reg. 11.99
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SUMMER HATS
reg. to '2.98
TO CLEAR
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6P 1.29
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STEDMANS
ZEHR'S PLAZA
HWY. NO. 8 GODERICH
(Lorna) ' Kane of
Arlington, Tex. St
rr
Friends were received S;
at the Heath -Leslie S%
funeral home in Mitchell S'
where the service was IS
held Friday afternoon
with the Reverend Robert
Crocker of Christ Church
in Port Albert officiating.
Burial followed in the
Port Albert cemetery.
4•
GODERICH SIGNAL -STAR, THURSDAY, �?.UGUST 17, 1978PAGE.3
survey indicated,that'the
advertising in the daily
papers doesn't really
draw shoppers away
from Goderich and area
People probably shop in
the city from time to time
as an outing or for
specialty items not found
at home (example bridal
gowns.) -
EVEN GREATER
COMPARISON
The Goderich and area
survey was the first of
five identical surveys
being done this summer
in Mitchell, Clinton,
Lucknow, Kincardine and
Goderich. The Mitchell
survey is complete too,
with the results still to be
analyzed. Clinton's
survey should be com-
plete at press time.
Kincardine will be the
next community to be
surveyed with Lucknow
-tie- com-prete lu-before
Labour Day.
When the data is -
compiled, and analysed
in each community, it
will all be brought
together in Goderich and
carefully compared to
determine similarities,
differences and trends.
The survey .was un-
dertaken by Signal -Star
Publishings Ltd. this
summer in an effort to
keep informed about its
readers, their needs,
their wants, their at-
titudes.
Owners
of smaller
businesses...
we provide;
• Financial assistance
• Management counselling (CASE)
• Mana9ement training
• Information on government
programs for business
Can we help you?
See our Representatives
BILL LICHTI AND BOB FURTNEY
at: THE BEDFORD HOTEL', GODERICH
on: the 2nd & 4th Tuesdays of each month
(NEXT VISIT: Tuesday, August 22nd)
rEDERALBUS/NESS
EVELOPMENT BANK
For prior Information call 271-5650 or
Write 1036 Ontario Street, Stratford
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MITCHELL'S
2ND ANNUAL
CORN
FESTIVAL
Fun and excitement
for the whole family!
August 18 & 19
EVENT LOCATION MAP
LIONS
PARK
Ontario Road
0
St. Andrews St.
0
® 19ighway 8 East
Wellington
cJ
®
® Arena
KETERSON
PARK •
Qoo
Eg
LE IN
General Admission
"CORN -ON -THE -COB" Friday $1.00 per person
freshly cooked & butter dipped Saturday $1.00 per person
Always available Children (under 12) with parents, Free
Friday, August 18th -3:0o p.m., Frog Races, Lions Park (1); 5:30 p.m., Barbecued Beef &
Corn -on -the -Cob (2); 5:45 p.m., Local Talent Show, Keterson Park .(outdoors) (3); 8:30
p.m., Teen Dance featuring "Star Child", Arena (4); 9:00 p.m., Cornfest Dance (Wayne
Riehl), Comm. Centre (5); 7:00 p.m., Hospitality Tent (Lincoln Green), Keterson Pk. (6);
7:00 p.m,, SIo-Pitch Tournament, Keterson Pk., (7).
SATURDAY, AUGUST 191 8-10 a.m., Sausage & Pancake Breakfast, downtown, (8); 10-11
a.m., Bed Races, downtown (9); 11:00 a.m., Professional Pole Climb, Lions Park (10); 11:30
a.m., Canoe Races, Lions Park (11); 12:00 noon, Log Sawing Contest, Lions Park (12); 12:30
p.m., Horseshoe Tournament, Keterson Park'(13); 12:00 noon, Bathtub Races, Lions Park
(14); 1:00 p.m., Children's Pole Climb, Lions Park (15); 1:00 p.m.,,Arm Wrestling Contest,
Arena (16); 2:00 p.m., Tug-O.War tournament, Keterson Park (17); 3:00 p.m., Sky -Diving;
Keterson Park (18); 5:30 p.m., Chicken Barbecue, Keter"son Park (19) 9:00 p.m. Cornfest
bance featuring Chris Black and the Swinging Brass; -Community Centre (20); 2 p.m. - 1
a.m. Hospitality Tent featuring Lincoln Green, Keterson Park (21); 2-5 p.m. Babysitting
service available at Crystal Palace, Keterson Park (22).
S'
r
S$