Noting that advertising agencies have not been examined as a collective industry, this paper looks at the development and structure of the advertising agency industry. The first portion of the paper discusses the development of the agency. The remaining two sections deal with trends in and the structure of the industry including: (1) the growth of…

A study was conducted to learn more about voters' use and perception of endorsements in the 1984 presidential election. Six interviewers were trained and then assigned to a random sample of precincts in Orlando, Florida, on the day of the 1984 presidential election. Each interviewer stopped every third voter and asked those willing to cooperate 12…

Results show that no clear pattern of coverage can be discerned in newspaper column inches alotted to the fatal shootings of white students at Kent State and black students at Jackson State and Southern University. (RB)

Indicates that accurate science writers have undergraduate degrees in English, journalism, or biology, have taken post graduate biology or journalism courses, and have some newspaper and freelance writing experience, plus experience in public relations. (RB)

Research in broadcasting has increased substantially and can be used to aid in a variety of broadcast-related decisions. This paper focuses on audience analysis, an area of knowledge necessary for deciding analysis, an area of knowledge necessary for deciding special-program content, format changes, and aspects of news programming. Topics…

In a national survey conducted during 1973 and 1974, 160 managing editors answered a questionnaire concerning the newshole policies of their papers. According to the survey, the typical daily newspaper in the United States uses slightly less than 45% of its space for nonadvertising content, reflecting little change since a 1957 survey. Larger…

Concludes that the campus newspaper is the number one source of information for college students, ranking higher than radio, television, and area newspapers. (RB)

An experiment conducted to test whether the edited insertion of cutaways in have a measurable effect on the viewer's perceptions of the performer involved. (Author)

Examines the media's influence on the political information available to the public and its impact on voting behavior in state and local elections. (RB)

Concludes that newspaper audience interest in reading a syndicated column on anthropology is high. (RB)

Two studies were conducted, the first to determine reader response to newspaper front pages with modular format and color, and the second to examine source perception and reporter response to errors in news stories. Results of the first study revealed that respondents in three cities preferred modular front pages to other modern format pages and…

This report details a series of Unesco sponsored surveys, on the developing newspapers in rural Africa, that explored (1) the conditions conducive to the establishment and continuity of rural newspapers; (2) sources for training rural journalists; (3) the use of research; and (4) ways and means of using to advantage the varied resources already…

Studies of newspaper reading in three communities in North Carolina were undertaken in light of the fact that newspaper reading has declined relative to population growth since World War II. In each instance, the respondents had available a relatively small local afternoon daily and a larger morning metropolitan daily. Results of the study showed…

The Flesch readability formula was used to analyze 192 100-word samples from selected matching issues of "Time" and "Newsweek." It was hypothesized that "immediate-reward" types of news, such as sports, social, and human interest events, would be significantly more readable (fewer syllables per 100 words and fewer…