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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 BATH; HAND & FACE TOWELS IN STOCK 15 EVERY COLOUR TO SUIT YOUR DECOR.. SECOND FLOOR Above frown's Decor O O OFF 33 West St. Godorich 524-4400 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 d t - of 0 n d 11 s h s e s w in t t s 0 r t s S 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 • TE MANE THIS WEEK'S SPECIALS ARRID Light Powder Spray reg. 1.39 ONLY 99 TUMBLER 11 oz. Sungold 4/$1. NITEGOWNS LADIES' Reg. to '8.99 $5.0o GIRLS PULLOVER Long Sleeve, Pouch Pocket reg. '5.99 SAVE 50% $. 99 CIGARETTES Popular Brands THURS., FRI. SAT. ONLY (t carton per customer) reg. , king $7,47 S7,57 BOYS' JEANS CDN. MADE 7-14 reg. 11.99 SAVE 3.00 $g 99 SUMMER HATS reg. to '2.98 TO CLEAR $� • 9s GILLETTE BLADES Super Stainless reg. '1.03 '1.93 5's 10's 6P 1.29 BASEBALL BATS reg. 4.99/5.49 your choice $3 • 99 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 rAWANAWG8 FREFZJNIJ •FRUIT FUNNELS •FOOD PRESSES •MASON JARS & SNAP LIDS •BLANCHERS •CANNERS •WOODEN SPOONS THE OLD-FASHIONED. HARDWARE STORE .PAIL r-NHARDWARE 84 KINGSTON STREET GODERICH 524-9671 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 $1.00 per person Always available Children (under 12) with parents, Free Friday, August 18th -3:0o p.m., Frog Races, Lions Park (1); 5:30 p.m., Barbecued Beef & Corn -on -the -Cob (2); 5:45 p.m., Local Talent Show, Keterson Park .(outdoors) (3); 8:30 p.m., Teen Dance featuring "Star Child", Arena (4); 9:00 p.m., Cornfest Dance (Wayne Riehl), Comm. Centre (5); 7:00 p.m., Hospitality Tent (Lincoln Green), Keterson Pk. (6); 7:00 p.m,, SIo-Pitch Tournament, Keterson Pk., (7). SATURDAY, AUGUST 191 8-10 a.m., Sausage & Pancake Breakfast, downtown, (8); 10-11 a.m., Bed Races, downtown (9); 11:00 a.m., Professional Pole Climb, Lions Park (10); 11:30 a.m., Canoe Races, Lions Park (11); 12:00 noon, Log Sawing Contest, Lions Park (12); 12:30 p.m., Horseshoe Tournament, Keterson Park'(13); 12:00 noon, Bathtub Races, Lions Park (14); 1:00 p.m., Children's Pole Climb, Lions Park (15); 1:00 p.m.,,Arm Wrestling Contest, Arena (16); 2:00 p.m., Tug-O.War tournament, Keterson Park (17); 3:00 p.m., Sky -Diving; Keterson Park (18); 5:30 p.m., Chicken Barbecue, Keter"son Park (19) 9:00 p.m. Cornfest bance featuring Chris Black and the Swinging Brass; -Community Centre (20); 2 p.m. - 1 a.m. Hospitality Tent featuring Lincoln Green, Keterson Park (21); 2-5 p.m. Babysitting service available at Crystal Palace, Keterson Park (22). S' r S$