In July 1986 the "Knoxville Journal" (a Gannett newspaper) changed its publication time from morning to afternoon and the "Knoxville News-Sentinel" (a Scripps-Howard newspaper) changed from afternoon to morning. One month later, researchers surveyed by telephone 505 newspaper subscribing households to examine reader opinions and loyalties in the wake of the change. Results indicated that nearly 5% of the sample households canceled their subscriptions, 15% switched newspapers to retain their old delivery time, and only 15% were satisfied with the change. The morning newspaper experienced fewer cancellations, and a larger proportion of the sample changed from afternoon delivery to morning delivery. Readers with morning delivery indicated that they spread their reading throughout the day, while readers with afternoon delivery concentrated their reading in the afternoon and evening. Subscribers' evaluations of the editorial attributes of the papers were not significantly related to newspaper choice. Findings confirmed the conventional wisdom that morning newspapers are in a stronger marketing position than afternoon newspapers. (NKA)